H&M embarks on anti-racism programmes

In efforts to root out racism in its company, the global retailer H&M has recently announced that it will embark on anti-racism programmes both locally and internationally.

The campaign follows a public outcry over an online advertisement showcasing a black boy modelling a hoodie with the slogan “Coolest Monkey In The Jungle”.

EFF supporters protesters trashed various H&M outlets in the country on January 13, including the store at the East Rand Mall.

READ STORY: H&M East Rand Mall turned on its head by EFF protesters

In a statement issued by Amelia-May Woudstra from H&M’s press and communications department, urgent steps have been taken globally and locally to ensure that such offensive products are never produced in their name again.

H&M has reflected on the hoodie and the outrage it has provoked in several countries around the world, including South Africa.

“It is clear that our usually high standards of checks and balances have failed us dismally.

“We know we let many people down.

“We have apologised for the hurt and humiliation we have caused so many people after we produced a hoodie with the slogan ‘Coolest Monkey In The Jungle’ featuring a black child wearing the garment in our global online store outside South Africa.

“Our position is clear. We got this wrong and we are deeply sorry,” said Pär Darj, H&M Country Manager, in the statement.

He stated that he knows that it is hard to accept after this incident, but assured the public that racism is not in H&M’s DNA.

“We will make every effort to root out racism and any form of prejudice in our business. We are a company committed to strong values. We care about the impact our business has on communities,”

The company said it has identified four priority areas driven by its sustainability programme globally: education, water, equality and the environment.

“In South Africa, we have supported education initiatives through the Desmond and Leah Tutu Legacy Foundation since 2015.

“We believe that education is critical, but also recognise that there are other priorities to address.

“After consultation with several NGOs, talking to our staff, listening to people affected by the issue, we have decided to do more to focus on our commitment to equality.

Specific interventions include the following:

• The Swedish Embassy and the Anti-Racism Network of South Africa (ARNSA) will co-host an anti-racism workshop with H&M next week to develop a deeper understanding of the issues this incident provoked.

• A position will be created in South Africa for a local head of sustainability and transformation.

• A specialist organisation working on anti-racism issues in South Africa will train H&M headquarters management teams on issues of diversity. Training will also be provided for local employees.

• The marketing management team from Sweden will work with local black agencies to develop a deeper appreciation of socially-responsible marketing.

• H&M has started the assessment of South Africa as a sourcing market for the H&M Group. We aim to identify sourcing opportunities that could fit our business model and establish long lasting business relationships with local partners. Potentially this could lead to local sourcing for products offered or utilised in our H&M stores. – @MthuphaFLK