Retail giant H&M has been under heavy fire after one of their ads showed a black kid wearing a hoodie with the inscription, "Coolest Monkey in the Jungle.

The item was on sale on their UK website, and H&M has since apologized for the head-scratching decision to put that particular hoodie on that particular model.

"We sincerely apologize for offending people with this image of a printed hooded top," H&M said in a statement. "The image has been removed from all online channels and the product will not be for sale in the United States.We believe in diversity and inclusion in all that we do and will be reviewing all our internal policies accordingly to avoid any future issues."

The apology wasn't enough for The Weeknd, who launched his own H&M line last year.

The Canadian singer jumped on Twitter this afternoon and cut all ties with the retailer.

woke up this morning shocked and embarrassed by this photo. i’m deeply offended and will not be working with @hm anymore... pic.twitter.com/P3023iYzAb

— The Weeknd (@theweeknd) January 8, 2018

Was Weeknd right to ditch H&M after the racially charged snafu?