G-Eazy talks to NME

“I can’t be part of that” – G-Eazy speaks out on cutting ties with H&M after ‘racist’ hoodie ad row

G-Eazy has said that there is no way he could have anything to do with H&M after their controversial ‘coolest monkey in the jungle’ hoodie ad was accused of racism. Watch our video interview with the rapper above.

Last month, the fashion brand and chain store was hit with accusations of racism after a promotional image showed a black child wearing a hoodie that read “Coolest monkey in the jungle”. The image was soon removed following the backlash before H&M issued an apology.

After The Weeknd ended his partnership with the clothing chain when he was “deeply offended” by the ad, G-Eazy also cut ties from his own fashion line with H&M that was due for release on March 1.

“It was a very easy decision,” G-Easy told NME. “It was like ‘get me out of this, I don’t want to be attached to this any more’. I think it’s important when you feel strongly about something, to speak about it. I was in a position because that collaboration was about to come out. It was literally being announced a couple of days later.

“Being in the position of being at the forefront but being there with all of this attention, I was in a spot to say how I felt about it – and how I felt was that I can’t be a part of that at all.”

Speaking at the time of the offensive image being released, G-Eazy said: “Over the past months I was genuinely excited about launching my upcoming line and collaboration with H&M. Unfortunately, after seeing the disturbing image yesterday, my excitement over our global campaign quickly evaporated, and I’ve decided at this time our partnership needs to end.

“Whether an oblivious oversight or not, it’s truly sad and disturbing that in 2018, something so racially and culturally insensitive could pass by the eyes of so many (stylist, photographer, creative and marketing teams) and be deemed acceptable. I can’t allow for my name and brand to be associated with a company that could let this happen.”

He added: “I hope that this situation will serve as the wake up call that H&M and other companies need to get on track and become racially and culturally aware, as well as more diverse at every level.”

Over the past months I was genuinely excited about launching my upcoming line and collaboration with @HM… Unfortunately, after seeing the disturbing image yesterday, my excitement over our global campaign quickly evaporated, and I've decided at this time our partnership needs to end. Whether an oblivious oversight or not, it's truly sad and disturbing that in 2018, something so racially and culturally insensitive could pass by the eyes of so many (stylist, photographer, creative and marketing teams) and be deemed acceptable. I can't allow for my name and brand to be associated with a company that could let this happen. I hope that this situation will serve as the wake up call that H&M and other companies need to get on track and become racially and culturally aware, as well as more diverse at every level.

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“We sincerely apologize for offending people with this image of a printed hooded top,” a spokesperson for H&M has said following the controversy. “We believe in diversity and inclusion in all that we do and will be reviewing all our internal policies accordingly to avoid any future issues.”

G-Eazy’s new album ‘The Beautiful & Damned’ is out now.

G-Eazy tour dates and tickets

His upcoming UK and Ireland tour dates are below. Tickets are on sale here.

MAY
Tuesday 29 – GLASGOW O2 Academy Glasgow
Wednesday 30 – MANCHESTER Victoria Warehouse
JUNE
Friday 1 – LONDON O2 Academy Brixton
Sunday 3 – BIRMINGHAM O2 Academy Birmingham
Tuesday 5 – DUBLIN Olympia Theatre
Wednesday 6 – DUBLIN Olympia Theatre