The outrage stemmed from a recent ad photo released by H&M showing a black boy wear a green sweater with the slogan "coolest monkey in the jungle" on it.
EFF leader Julius Malema defended the rampage, saying: "We make no apology about what the fighters did today".More news: Key UK contractor Carillion denies rescue plan in doubt
To help further the "Marxist-Leninist tradition", a group of EFF socialists ransacked an H&M store in Gauteng, South Africa as a means of protest against an advertisement the global clothing company ran that featured a small black child wearing a sweatshirt that said "Coolest Monkey the Hood".
"I'm deeply offended and will not be working with [H&M] anymore", he tweeted. One person reported seeing EFF supporters looting the store before police arrived, evacuated the store and closed it, with some protesters still inside. Other nationwide demonstrations also took place in Mall of the South, Mall of Africa, Clearwater and East Rand Mall.
Bernard Joseph, EFF Western Cape chairperson, said they were protesting against H&M, and were hoping to convince H&M management to refrain from portraying their children as monkeys coming from the jungle."We trust that H&M will listen to our demands", he said.More news: Ford gives Edge the ST treatment
"We will now be doing everything we possibly can to prevent this from happening again in future".
"Therefore, we've not only removed the image from our channels, but also the garment from our product offering". A netizen "TheColouredZimbo" said via Twitter, "What happens if H&M pulls out of South Africa?"
"Am the mum and this is one of hundreds of outfits my son has modelled ... stop crying wolf all the time, unnecessary issue here ..."More news: Super Mario Odyssey update will add minigame and other cool features
The protests come despite the mother of the model, Terry Mango, telling critics to "get over it".