They launched the hoodie above on their website with a "coolest monkey in the jungle" slogan.
The company on Monday apologised and removed the offending ad from its website after hundreds of social media users accused it of being racist.
"This image has now been removed from all H&M channels and we apologize to anyone this may have offended," H&M (HNNMY) spokeswoman Anna Eriksson wrote on Twitter.
According to CNN, the image was featured on the British version of the company’s online store. However, many users noticed that the little black boy was the only model to wear the “coolest monkey” sweatshirt, a white child wore a shirt that said “survival expert,” while another wore a sweatshirt with images of animals from the same line.