In South Africa, H&M stores vandalized by anti-racist activists

Since January 13, the South African authorities and the Swedish company have been on the alert: the group of activists EFF has resorted to violence to protest against a racist advertisement by H&M.

The image has made headlines around the world: a 5-year-old black child wears a 'Coolest monkey in the Jungle' printed hoodie. Twitter seized the news and the brand was accused of racism by the majority of Internet users. Under pressure, the Swedish company sent a press release to the media: the spokesperson apologized for the misunderstanding and recklessness of the teams that validated the photograph. She adds that the advertisement is removed from the site and that the sweatshirt in question will not be offered for sale. However, a few budding speculators who picked up the garment before H&M rolled it off the shelves are reselling it for triple the price on Ebay.

The story continues in South Africa where a militant group, the Economic Freedom Fighters (EFF), ransacked several H&M stores to protest against the Swedish group's racism.

Violent attacks that still persist

In South Africa, a country marked by Apartheid, the EFF group is one of the leaders in political speaking out against racism and for the black cause. They are known for their shock and sometimes violent action: this Saturday, January 13, in protest against the ready-to-wear brand and its racist sweatshirt, they attacked several shops in Johannesburg. Windows smashed with hammer blows, clothes torn from hangers, shop furniture overturned… Some of the activists even used rubber bullets to add to the chaos sown in the points of sale.

Since Saturday, Protestants have not given in to draw definitive attention to the ordinary racism suffered by the black South African population, often conveyed by the communication strategies of large groups. To prevent further violence, South African law enforcement and private store security services are mobilised. Seventeen shops have been closed, pending a return to calm.

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However, determined to speak out and punish H&M, the EFF chief said: “No one should be able to make jokes about the dignities of black men and women and go unpunished.” So the EFF will "make no apologies" to the brand for the damage caused during the protests.

>> To Read Also: H&M pinned for the racist presentation of sweatshirts <<

“H&M is not alone in perpetuating stereotypes”

Following the publication in the media around the world of this image of the black child and his sweatshirt with the mention “Coolest monkey on earth” in English, the affair does not seem to dry up. In addition to the vandalism in South Africa, non-governmental organizations in the country want to take courses in respect for diversity at the H&M brand, in order to avoid another incident.

Discussions are opening up and endeavor to take up point by point all the scandals noted in recent years on social networks. Thus, Nivea, Dove and others are singled out at the same time as H&M in many editorials, including, in South Africa, that of the Daily Maverik: “It would be naive to think that racism openly or insidiously expressed only happens at H&M. The brand is not alone in perpetuating stereotypes. (…) We should decry them all if we wanted to have a real conversation on inequalities. »

As for the little boy who posed for the ad, Liam Mango, a 5-year-old Swedish boy, his parents had to move to protect him. Her mother explained to the BBC that she didn't see the racist aspect in the sweatshirt (namely: "monkey" is also an affectionate nickname in English, like "chaton" in French) and that she had to to move away from Stockholm to protect his son. Many were offended that, as a black woman, she chose the H&M “clan” and not that of the protesters. She concludes her interview with the British media as follows: “Liam has no idea what is going on, he is only 5 years old… he has not even experienced a racist situation yet. I just want to protect him.”