Fashion retailer H&M has merited the ire of the Internet after a photo of a black boy wearing a green hoodie with the words “coolest monkey in the jungle” surfaced online. Activists, celebrities and the rest of the Internet were bewildered at why in 2018 H&M thought this was a good idea.

The Weeknd like many was also vexed upon seeing the image and decided to sever ties with the company.

“Woke up shocked and embarrassed by this photo,” the Starboy artist captioned. “I’m deeply offended and will not be working with H&M anymore.”

The Weeknd has worked with H&M extensively and released his second collection last September, and performed at their fashion show in September. Despite the apology released by the retailer, it seems as though the PR nightmare isn’t going anywhere anytime soon.

tagged in H&M, The Weeknd