Who is really behind the "sweatshirt protests" in South Africa?

The now notorious ad for H&M kids sweatshirt went viral almost instantly. The over sensitivity towards racial issues and the one button "share" feature on social media came together to litter our feeds with both "Coolest monkey in the jungle" memes and outrage. but did anyone care to read into it? I did litteraly 5 minutes of digging (on google no less) and found some interesting connections. When i did this i had no intention to actually post this anywhere, except for on a comment to one of the posts made by an ex bio teacher of mine, so i do not have sources cited. I thought something was fishy but check out the screenshots I took of some articles I found along the trail of race bait bread crumbs.