H&M is apologizing after the company was dragged on Twitter over their “coolest monkey” hoodie worn by a young black child on its U.K. website.

The hoodie, which features the words “Coolest Monkey in the Jungle,” garnered a tidal wave outrage from people who saw the photo as “racist” and downright fensive. Several folks have blasted the Sweden-based company for their blatant racism and complete ignorance how fensive the picture is to black people.

H&M did release an apology ( CNN) earlier today. The statement reads: “This image has now been removed from all H&M channels and we apologize] to anyone this may have fended.”

But the apology was too little and too late. For several hours, people have been slamming H&M for the hoodie photo. Questlove’s reaction to the photo sums up everyone’s thoughts. He wrote:

Check out more reactions from people on Twitter below.

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