Earlier this week, Swedish fashion group H&M published an advert featuring a boy wearing a hoodie that read "coolest monkey in the jungle".
Members of the Economic Freedom Fighters (EFF) initiated a march at Clearwater Mall today in protest of clothing retailer, H&M's latest advertisement.
Eyewitness reports also indicated that EFF supporters had protested at the H&M Waterfront store.
The incident comes after the global clothing company H&M came under fire for an advertisement showing a black child in a hoodie that read "Coolest Monkey in the Jungle", sparking worldwide outrage on social media and other platforms.
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"Police had to intervene and dispersed the group of protesters by firing rubber bullets", Dlamini said.
Menlyn Park Shopping Centre Management also confirmed the protest action at H&M store, saying that the safety and security of their customers, staff and tenants was of utmost importance, and the affected area has been secured by the South African Police Serves (SAPS).
However, according to spokesman Mbuyiseni Ndlozi, the EFF wasn't prepared to make amends.
H&M has not yet responded to a media query over the demonstrations in South Africa.
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He then said their story of overcoming that oppression was "a handsome story of America". "I think it's important we celebrate that".
EFF Deputy President Floyd Shivambu congratulated members via twitter for physically confronting racism.
"This image has now been removed from all H&M channels and we apologize to anyone this may have offended".
The image copped widespread criticism, with U.S. singer The Weekend among those to voice his distaste, saying he was "shocked and embarrassed". While officers are monitoring the situation, they said they had not made any arrests so far.
"We have got this wrong and we are deeply sorry", a message on its South African website says.
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But many have already pledged to boycott the store, as The Weekend - a Canadian R'n'B star who produced menswear collections with the chain - said he was cutting ties with the company.
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