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H&M advertise sales for up to 80% off after boy models 'coolest monkey in the jungle' jumper


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H&M are advertising an up to 80% off sale on their website after racism backlash. 

Last week, photos of five-year-old Liam Mango modelling a 'coolest monkey in the jungle' jumper for H&M's online catalogue went viral on social media.


The brand later removed the jumper from sale after customers accused them of being racist.

They later released an apology:

"This incident is accidental in nature, but this doesn't mean we don't take it extremely seriously or understand the upset and discomfort it has caused.

"We have taken taken down the image and we have removed the garment in question from sale. It will be recycled." 

The boy's mother responded to criticism saying the situation was an overreaction and that people should stop "crying wolf."

“I wouldn’t see such a connection to anything other than my son modelling a shirt,” she said. 

The Mango family have had to move house "following security concerns," the BBC confirmed. 

Last Saturday, protests organised by the Economic Freedom Fighters vandalised H&M stores in South Africa.

The Swedish company closed all of its South Africa stores temporarily in order to keep its staff and shoppers safe. 

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