Retail giant H&M has been under heavy fire after one their ads showed a black kid wearing a hoodie with the inscription, "Coolest Monkey in the Jungle.
The item was on sale on their UK website, and H&M has since apologized for the head-scratching decision to put that particular hoodie on that particular model.
The apology wasn't enough for The Weeknd, who launched his own H&M line last year.
The Canadian singer jumped on Twitter this afternoon and cut all ties with the retailer.
Was Weeknd right to ditch H&M after the racially charged snafu?