Liam Mango was pictured in a hoodie on the H&M website which read ‘coolest monkey in the jungle.’ 
 
 However after the image was posted online, the company faced a huge backlash, with members of the public calling the decision to use a black child to model the hoodie “racist” and “unacceptable.” 
 
 
 
 
 
 H&M swiftly apologised and Liam’s parents have now revealed they never saw the hoodie the same way as many members of the public. “I’m just looking at Liam, a black young boy, modeling a T-shirt that has the word ‘monkey’ on it. I’ve been called ‘monkey’ on a cruise ship and my reaction is the same as the world is reacting right now.” 
 
 But, said Mango, “To put the T-shirt and the word ‘monkey’ with racism, maybe that is not my way of looking at it. While removing the hoodie from the US site is a step in the right direction, H&M’s first apology essentially equates to: “Ugh, we’ll take it down, but we don’t regret it.” 
 
 H&M says sorry, round two 
 
 No statement can reverse H&M’s ill-informed advertisement.
– Controversy keeps swirling around H&M and an online ad that showed a young black boy in a hoodie with the words "Coolest Monkey in the Jungle." The ad has since been removed, but the family of 5-year-old Liam Mango, the ad's model, now says they had to move out of their home in Sweden for "security reasons," Liam's mom, Terry Mango, tells the BBC. Mango didn't get too much into those reasons for vacating their Stockholm residence, but she did mention violent protests in South African H&M stores as a factor. Mango has come under fire herself for her reaction to the ad: The New York Post reports on a series of now-deleted Facebook posts in which she said she didn't think the ad was racist and told people to stop "crying wolf" over this "unnecessary issue" and to "get over it." She elaborated to the BBC that "I know racism exists, but does the shirt to me speak racism? No it doesn't." Mango and Liam's dad, Frank Odhiambo, appeared on a Swedish morning show this week, where Mango says she was once called a monkey herself on a cruise ship and understands why some might be upset about the ad, per Newsweek. Odhiambo says they had to move because they "have an obligation to protect our children," the Independent reports. The one person kept out of the fray so far: little Liam himself. "He has no idea what's going on, he's only 5," Mango tells the BBC, adding that he "has not experienced [racism yet]." Meanwhile, H&M, which was criticized for its first brief apology, has issued a second, lengthier one, per Quartz. "We agree with all the criticism that this has generated—we have got this wrong and we agree that, even if unintentional, passive or casual racism needs to be eradicated wherever it exists," it reads.