Many Chinese celebrities and online platforms have since dropped H&M and Nike over their stance, according to the BBC.
In one instance, actor Wang Yibo, a representative of Nike, terminated his contracts with the brand and said that he “firmly opposed any act to smear China” as a result of the allegations.
The news follows accusations of human rights violations against the ethnic Uighur muslim group within the Xinjiang province.
The UK government responded to the allegations this week by imposing an asset freeze and travel bans against four Chinese government officials, as part of the UK’s Global Human Rights sanctions regime for “systemic violations” against Uighurs and other minorities.
Dominic Raab, foreign secretary said: “The evidence of widespread human rights abuses in Xinjiang cannot be ignored – including mass detention and surveillance, reports of torture and forced sterilisation.
“Working with our international partners we are imposing targeted sanctions to hold those responsible to account.”
Retail Sector has reached out to both H&M and Nike for comments.