Popular high street clothing brand H&M has lost a lost of partnerships and customers over the past few days regarding the image of the black child modelling their clothing. The image of the little boy wearing a ‘Coolest Monkey In The Jungle’ hoodie has been circulating around all social media networks has been offensive to many.

A vast amount of celebrities have been very vocal about the image and what it represents, thus cutting ties with the brand.

G-Eazy has been one of the musicians that have stepped forward and announced that the image is unacceptable and he will no longer be collaborating with H&M.

His post on instagram read “Over the past months I was genuinely excited about launching my upcoming line and collaborating with H&M. Unfortunately, after seeing the disturbing image yesterday, my excitement over our global campaign quickly evaporated, and I’ve decided at this time our partnership needs to end. Weather an oblivious oversight or not, its truly sad and disturbing that in 2018, something so racially and culturally insensitive could pass by the eyes of so many (stylist, photographer, creative and marketing teams) and be deemed acceptable. I can’t allow for my name and brand to be associated with a company that could let this happen. I hope that this situation will serve as the wake up call that H&M and other companies need to get on track and become racially and culturally aware, as well as more diverse at every level.

The rapper, who’s album The Beautiful & Damned was due to release the collection with H&M in March of this year.

View this post on Instagram

Over the past months I was genuinely excited about launching my upcoming line and collaboration with @HM… Unfortunately, after seeing the disturbing image yesterday, my excitement over our global campaign quickly evaporated, and I've decided at this time our partnership needs to end. Whether an oblivious oversight or not, it's truly sad and disturbing that in 2018, something so racially and culturally insensitive could pass by the eyes of so many (stylist, photographer, creative and marketing teams) and be deemed acceptable. I can't allow for my name and brand to be associated with a company that could let this happen. I hope that this situation will serve as the wake up call that H&M and other companies need to get on track and become racially and culturally aware, as well as more diverse at every level.

A post shared by G-Eazy (@g_eazy) on

H&M has since issued an apology and has taken the clothing off the site and has assured the public that they will be destroyed.

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