In brief
Matilda Djerf, founder of Djerf Avenue, faces criticism as allegations of workplace bullying and body-shaming surface, leading to disillusionment among loyal customers and calls for accountability.
Swedish fashion label Djerf Avenue is under scrutiny following serious allegations of bullying and body-shaming within its work environment, as detailed in a report by Swedish publication Aftonbladet. The brand's founder, Matilda Djerf, faces intense backlash from fans and consumers who feel betrayed by the purported toxic culture described by 11 current and former employees. They shared experiences of belittlement, name-calling, and aggressive behavior at work.In a statement to the BBC, Djerf expressed her regret for any feelings of mistreatment experienced by team members. However, her apology didn't prevent customers like 22-year-old Sumi Mrkulic from pledging to stop supporting the brand altogether, citing the disheartening reports that models were chastised for their body sizes, directly conflicting with Djerf Avenue's public image of promoting kindness and size inclusivity. “It renders all of their efforts to be inclusive completely performative,” Mrkulic shared.Launched in 2019, Djerf Avenue became a rapid success, earning approximately $35 million in revenue last year and attracting a young female demographic. Their recent London pop-up shop drew significant crowds, but the brand now faces challenges as disheartened customers reconsider their affiliations.Giulia Carrozzo, 20, from Germany, expressed her disappointment after receiving a Djerf Avenue order just before the scandal broke out. “Hearing allegations of body-shaming... felt like a complete betrayal of the values they claim to uphold,” she explained, announcing her intention to return the purchase. Many fans voiced that supporting a female-led brand was once about celebrating progress, but these accusations starkly contrast against those ideals.Matilda Djerf, featured on Forbes' 30 under 30 list in 2023 for her contributions to retail and e-commerce, acknowledged the claims, stating, "I take full responsibility and see this as a chance to reflect, grow, and contribute to a better culture for everyone at Djerf Avenue." The company's COO, Pernilla Bonny, also confirmed that they are proactively addressing the workplace challenges through initiatives such as anonymous surveys, whistleblower functions, and collaboration with an outside workplace psychologist to foster a safer environment.While each day brings new criticisms, the brand pledges to harness these troubling revelations for future improvement, aiming to rebuild trust with their audience.
