Terry Mango, who claims she is the model's mom and has posted several photos of the boy on Instagram, stated that she didn't understand the outrage that consumed the internet on Monday, and believed people were overreacting.
But Ms Mango urged critics to "get over it" and "stop crying wolf".
"We sincerely apologise for offending people with this image of a printed hooded top", they said in a statement to USA Today. "This is one of hundreds of outfits my son has modeled. stop crying Wolf all the time, unnecessary issue".
"We have been in contact with the child's mother and we have an ongoing dialogue with her on how we can support them", she said.
That being said, Mango agreed that "everyone is entitled to their opinion about this", even if she happened to disagree. It is a shame that this young child is being brought into this conversation since he did not make this choice for himself, but serves as a reminder that companies, like H&M, need to make a bigger commitment to having diversity behind the scenes and not just with models. To add more insult to injury, they issued a half-baked apology which didn't sit so well with people.
H&M ultimately removed the image from the website and took the product out of rotation, promising to recycle the unsold garments.
Mango, who is of Kenyan descent and lives in Sweden, might not find anything wrong with the ad, but the rest of the world is set on disagreeing with her opinion. We've not really decided what we want - we want to hear from them [H&M] first, then we can go out with a press release.
Jesse's full post on Instagram.
"We as African Americans will always have to break barriers, prove people wrong and work even harder to prove we belong", the National Basketball Association superstar went on.