Last night, H&M had already pulled the photo of a black boy wearing a green “Coolest Monkey in the Jungle” hoodie off of its site. While no such tweet appeared on its main Twitter account, repeated comments to customers from the @hm_custserv account repeatedly apologized for the ad. Although the retailer is far from the first to be called tone-deaf about race, H&M’s ad immediately cost it the partnership of a major celebrity.

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