A photo on the company's online website of a black boy wearing a green hoodie with the inscription "in the jungle" triggered outrage among observers.
"Whose idea was it at @hm to have this little sweet black boy wear a jumper that says 'coolest monkey in the jungle'?" style blogger Stephanie Yeboah tweeted on Sunday.
"You do know that monkey is a known racial slur to black people right?" she added.