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The mum of a little boy who appeared in a H&M advertising that was labelled 'racist' and 'disgusting' has defended the shop.

The high street faced a huge backlash after featuring a photo of the boy, who is black, wearing a green hoodie.

The hoodie has the slogan 'Coolest Monkey in the Jungle' written across the front.

People were outraged by the photo, with many evening calling for shoppers to boycott the store.

(Image: H&M)

Popstar The Weeknd also cut all ties with the company after seeing the advert.

Manchester United footballer Romelu Lukakushared also got involved in the row by sharing a digitally doctored version of the ad.

The altered version on the hoodie had the slogan 'Black is Beautiful'.

However it seems the little boy's mum Terry Mango, who lives in Sweden, isn't at all bothered by the photograph.

(Image: Facebook)

In a post being widely shared on social media she writes: "Am the mum and this is one of hundreds of outfits my son has modelled

"Stop crying wolf all the time. Unnecessary issue here… get over it."

H&M has removed the product from sale and the picture is no longer on the website.

They have also issued two long apologies.

(Image: Bloomberg)

A post on the company's Instagram account states: "We would like to put on record our position in relation to the controversial image of our hoodie.

"Our position is simple - we have got this wrong and we are deeply sorry.

"We have a responsibility to be aware of and attuned to all racial and cultural sensitivities - and we have not lived up to this responsibility this time.

"This incident is accidental in nature, but this doesn't mean we don't take it extremely seriously or understand the upset and discomfort it has caused.

"We have taken down the image and have removed the garment.

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"We will now be doing everything we possibly can to prevent this from happening again in future.

"We understand that many people are upset about the image of the children's hoodie.

"We, who work at H&M, can only agree.

"We're deeply sorry that the picture was taken, and we also regret the actual print.

(Image: Bloomberg)

"Therefore we've not only removed the image from our channels, but also the garment from our product offering.

"It's obvious that our routines haven't been followed properly. This is without any doubt.

"We'll thoroughly investigate why this happened to prevent this type of mistake from happening again."

Shoppers were outraged by the photograph and took so social media to voice their disgust.

H&M has also posted a full apology on their website.

It says: "H&M is fully committed to playing its part in addressing society’s issues and problems, whether it’s diversity, working conditions or environmental protection – and many others.

"Our standards are high and we feel that we have made real progress over the years in playing our part in promoting diversity and inclusion. But we clearly haven’t come far enough.

"We agree with all the criticism that this has generated – we have got this wrong and we agree that, even if unintentional, passive or casual racism needs to be eradicated wherever it exists.

"We appreciate the support of those who have seen that our product and promotion were not intended to cause offence but, as a global brand, we have a responsibility to be aware of and attuned to all racial and cultural sensitivities – and we have not lived up to this responsibility this time.

(Image: Getty Images North America)

"This incident is accidental in nature, but this doesn’t mean we don’t take it extremely seriously or understand the upset and discomfort it has caused.

"We have taken down the image and we have removed the garment in question from sale. It will be recycled.

"We will now be doing everything we possibly can to prevent this from happening again in future.

"Racism and bias in any shape or form, conscious or unconscious, deliberate or accidental, are simply unacceptable and need to be eradicated from society. In this instance we have not been sensitive enough to this agenda.

"Please accept our humble apologies."