H&M stores trashed by anti-racism group over 'monkey' ad (VIDEOS, PHOTOS)

One of the trashed H&M shops

There has been huge worldwide backlash over the ad, which features a black child model wearing a hoodie with "coolest monkey in the jungle" written on it.

Protesting Economic Freedom Fighters (EFF) members say the apology from retailer H&M and pulling a controversial advert from its website is not enough.

The protesters were also heard raising slogans against the fashion brand in the shopping center.

Some social media users shared footage claiming to show demonstrators throwing racks of clothing to the ground.

"Police had to intervene and dispersed the group of protesters by firing rubber bullets", Dlamini said.

According to BET.com, Mbuyiseni Ndlozi, the spokesman for the Economic Freedom Fighters said on Twitter that "The time of apologies for racism are over", he said.

The EFF is the third-largest political party in South Africa, led by expelled former African National Congress Youth League leader Julius Malema, who was kicked out for inciting violence against the "boer", or white people, with the goal of sparking a race war.

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H&M has since apologised and removed the image as well as the sweater from retail.

H&M said despite the incident being "accidental in nature", it still took it seriously and understood the upset and discomfort it had caused.

"Our position is simple, we have got this wrong and we are deeply sorry", H&M added in a post on its Facebook page.

Innocent shoppers were forced to flee as activists swept through the stores, which included Africa's flagship H&M stores in the upmarket suburb of Sandton, Johannesburg.

The rapper, whose real name is Gerald Earl Gillum, tweeted that he decided "our partnership needs to end" after seeing "the disturbing image", joining singer The Weeknd, who has said he would end his ties with the company where he has a clothing line.

On Tuesday, the company said it would also "investigate why this happened to prevent this type of mistake from happening again".

"It's obvious that our routines haven't been followed properly".

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