Popular rapper ditch Swedish company, H&M following it's "coolest monkey in the jungle" hoodie.

The Swedish company Has been seriously criticize for the "coolest monkey in the jungle " hoodie.

The Swedish retail giant were forced to apologize and on Monday the company issued an official statement,apologizing for the all the wrong message it might have sent across.
The company also removed the hoodie from their retail stores and has stopped selling the hoodie.

American rapper, G-eazy, who had a contract with the company and was supposed to lunch a men's wear in March this year, has ditched the company following these recent events. The rapper posted on twitter yesterday :

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.

 Popular American  musician,"The weekend " also ditched the company in the wake of the events on Monday.