A week ago H&M was in hot waters for offending people when it posted a picture of a black child wearing a hoodie that read “Coolest Monkey in the Jungle.” The entire scenario got so uncontrollably bad that The Weeknd and G-Eazy cut their ties with the brand, several people slammed it on social media, and worst of all, some H&M stores in South Africa were trashed.

Some thought that the company was horrible for promoting racism while others were of the view that it had done nothing to deserve such massive amount of hate. Despite the child-model’s mum defending the retailer, the anger of people didn’t cool off. H&M immediately apologized in a lengthy note that clarified that what had transpired was entirely unintentional.

“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.” But yet, the waves (or rather floods) of despise for the brand didn’t halt in their attacks. On January 17, the Swedish fashion business took to Facebook to share a statement that read,

“The recent incident was entirely unintentional, but it demonstrates so clearly how big our responsibility is as a global brand. We have reached out, around the world, inside and outside H&M to get feedback. Our commitment to addressing diversity and inclusiveness is genuine, therefore we have appointed a global leader, in this area, to drive our work forward. There will be more from us soon.”

The post was published with a picture that reads, “We Are Listening.” While the brand took the entire thing to its heart and did what it could best do to show the audience that it truly cares, some people are still disappointed. In the comments section, it can be noticed that several people are unhappy that H&M was not listening to them.

One person opined, “You aren’t listening, at least not to everyone. The little boy’s mother said there was nothing wrong with the jacket or the ad itself. By bowing to pc pressure all you are doing is opening the floodgates to every nut job who gets offended over minor things.” Looks like H&M has mistakenly stepped into quicksand and no matter how hard it tries to get out of it, its stuck.

According to The Associated Press’s report H&M’s global manager for employee relations, Annie Wu, has been assigned the role.