G-Eazy announced Tuesday (1/9) that he is terminating his partnership with H&M ahead of his upcoming line with the clothing company.

The news comes in response to H&M receiving heavy backlash after a photo went viral of a black boy modeling a hoodie that reads “Coolest Monkey In The Jungle.” The Weeknd also broke off his relationship with the company after seeing the photo.

G-Eazy posted on Instagram a drawing of the boy wearing the hoodie, but this time with a crown over his head and “Coolest King In The World” written across his chest.

“Over the past months I was genuinely excited about launching my upcoming line and collaboration with H&M,” the rapper wrote. “Unfortunately, after seeing the disturbing image yesterday, my excitement over our global campaign quickly evaporated, and I’ve decided at this time our partnership needs to end.”

“Whether an oblivious oversight or not, it’s truly sad and disturbing that in 2018, something so racially and culturally insensitive could pass by the eyes of so many (stylist, photographer, creativem and marketing teams) and be deemed acceptable,” he continued.

G-Eazy’s collaboration with H&M was expected to launch 3/1. Read the full post below.

Over the past months I was genuinely excited about launching my upcoming line and collaboration with @HM… Unfortunately, after seeing the disturbing image yesterday, my excitement over our global campaign quickly evaporated, and I've decided at this time our partnership needs to end. Whether an oblivious oversight or not, it's truly sad and disturbing that in 2018, something so racially and culturally insensitive could pass by the eyes of so many (stylist, photographer, creative and marketing teams) and be deemed acceptable. I can't allow for my name and brand to be associated with a company that could let this happen. I hope that this situation will serve as the wake up call that H&M and other companies need to get on track and become racially and culturally aware, as well as more diverse at every level.

A post shared by G-Eazy (@g_eazy) on Jan 9, 2018 at 3:12pm PST

This article originally appeared on Billboard.