Protesters with the Economic Freedom Fighters (EFF) party, a revolutionary socialist political party in South Africa, smashed the storefront windows of an H&M store in Johannesburg and began trashing the racks inside.
The vandalism was in response to H&M's recent ad showing a young African American boy wearing a hoodie that reads: "Coolest monkey in the jungle."
The hoodie slogan received plenty of criticism this past week, which led to an apology from the Company.
EFF supporters protesting at H&M in @MenlynSA / @EFFSouthAfrica @Julius_S_Malema #NoToRacism pic.twitter.com/aOU6Sber5m
— Yusuf Abramjee (@Abramjee) January 13, 2018
Earlier on Saturday, protesters dressed in red, congregated around the store in Menlyn Park Shopping Centre holding signs and chanting and singing loudly.
Security guards kept their distance, waiting for police to arrive.
EFF supporters at H&M WATCH the trashing... pic.twitter.com/Kw0xUaG4Cb
— Yusuf Abramjee (@Abramjee) January 13, 2018
According to Johannesburg reporter, Alex Mitchley, EFF member in Tshwane have given the shop 24 hours to close its doors permanently.
The group threatens to continue protesting until the store closes.
Protesters storm H&M and trash store over 'racist' hoodie advert. https://t.co/dGvtTySgvH pic.twitter.com/30MBXduQqt
— LADbible (@ladbible) January 13, 2018
EFF members attacked several H&M stores across the country on Saturday.
In Cape Town, an apology was read by H&M HR manager, April Randall. Several stores have now closed and meetings between store executives and EFF members are expected to take place next week in hopes of reaching an agreement.
In 2015, H&M apologized for receiving complaints from South Africa about a lack of diversity in its global marketing campaign.
