JOHANNESBURG - An H&M store in South Africa was trashed by protesters on Saturday after the company was accused of racism in a sweater advertisement.

Dozens of Economic Freedom Fighters protesters rushed into the store in Sandton City, one of the most prosperous shopping centers in Johannesburg, vandalizing mannequins and scattering clothes on the floor.

After police arrived, protesters gathered in front of the shop's door chanting, dancing and whistling, according to a Xinhua News Agency reporter at the scene.

The crowd dispersed at noon. The store has remained closed since then.

According to local media, similar protests were seen in other shopping centers.

EFF Deputy President Floyd Shivambu congratulated members via Twitter for physically confronting racism.

The outrage stemmed from an ad released by H&M showing a black boy wear a green sweater with the slogan "coolest monkey in the jungle" on it.

Shivambu said H&M's "nonsense of a clothing store is now facing consequences for its racism. All rational people should agree that the store should not be allowed to continue operating in South Africa."

H&M said it had removed the sweatshirt from sale. "We have got this wrong and we are deeply sorry," a message on its South African website says.

NBA star LeBron James, rapper Diddy and singer The Weeknd are among the celebrities who expressed shock in recent days over the image, which has been removed from online promotions but continues to be circulated on social media.

The riot also triggered much criticism. A netizen "TheColouredZimbo" said via Twitter: "What happens if H&M pulls out of South Africa? Will the EFF compensate employees for loss of income?"

The scandal is the latest indication of management problems at the Swedish clothing giant, once the darling of shoppers but now struggling to make the switch to e-commerce, analysts say.

Xinhua - Ap - Afp