Clothing brand H&M has this morning issued an apology for using a Black male child to model a hoodie with the words “COOLEST MONKEY IN THE JUNGLE” emblazoned across the front.

Th ad sparked outrage after the image went viral, with consumers wondering how the clothing giants could be so obtuse and out of touch in 2018.

The Sweden-based company has since removed the ad, offering this weak ass apology to the Daily News“This image has now been removed from all H&M channels, and we apologize to anyone this may have offended.”

How many more times do we have to call out huge corporations for their marketing “slip-ups?.” This is getting real old, real fast!