The Swedish clothing brand Djerf Avenue, founded by the influencer Matilda Djerf, is currently facing significant backlash from its customer base due to serious allegations of a bullying and toxic work culture. The accusations, reported by the Swedish news outlet Aftonbladet, detail troubling experiences from eleven current and former employees who shared instances of being belittled, verbally abused, and subjected to body-shaming practices within the workplace.
Matilda Djerf, now 27, publicly addressed the situation, expressing her deep remorse for anyone who felt mistreated under her guidance. Despite her apology, reactions from customers have been overwhelmingly negative. One of the outspoken dissenters, 22-year-old Sumi Mrkulic from London, indicated a firm decision to discontinue her support for the brand, stating that the revelations have profoundly altered her perception of Djerf Avenue.
Concerns have been particularly poignant regarding reports that models were told they did not “fill out” jeans properly, with some being labeled as “fat.” Such incidents contradict the brand’s publicized message, which promotes a community entrenched in kindness, inspiration, and respect, alongside an emphasis on size inclusivity and a diverse representation of models.
For many, like Sumi, the brand’s seemingly performative inclusivity now feels insincere. She articulated her disappointment by saying that it renders all their positive initiatives “completely performative” and labeled the situation as “spineless.” The brand, which was launched in 2019 and has rapidly increased in popularity among young women, reportedly generated around $35 million (£27.5 million) in revenue just last year.
Djerf Avenue notably hosted its first pop-up shop in London recently, drawing in large crowds and long lines, but the recent allegations have tainted this success. Sumi emphasized that the claims are in stark contrast to the brand’s strong alignment with body positivity and empowerment.
A fellow customer, Giulia Carrozzo, 20, from Germany, echoed similar sentiments in light of the accusations. Having just received an order from the brand, she declared that she would be returning it, citing the discord between the company’s messaging and the actual workplace culture as a “complete betrayal” of the values they claim to uphold. Giulia, who had previously found the brand to represent women’s progress in business, expressed her dismay at the realization that such toxic behavior supposedly existed within an organization she believed to be empowering.
Djerf Avenue’s founder and CEO, Matilda Djerf, made it a point to respond to the allegations with a statement. She expressed deep regret for anyone who felt mistreated under her management while simultaneously denying a recognition of her own actions aligning with the accusations. Djerf underlined the idea that the reports provide a vital opportunity for her and the brand to “grow and improve.”
Additionally, Pernilla Bonny, Djerf Avenue’s Chief Operating Officer, confirmed the company’s acknowledgment of the environmental challenges it faces in the workplace. Steps have been initiated, including conducting monthly anonymous employee surveys, establishing an independent whistleblower process, enhancing the management team, and pursuing an external assessment of its workplace culture to ensure future accountability and improvements.
The ongoing situation serves as a salient reminder of the complex relationship between influencer culture and consumer expectations, particularly in the realms of workplace ethics and accountability. As Djerf Avenue faces a pivotal moment in its history, how the brand navigates these deep-rooted issues may define its future and its credibility in the fashion industry.
