Djerf Avenue, the popular Swedish clothing brand founded by influencer Matilda Djerf, is facing a significant backlash after accusations of bullying and body-shaming within the company. An investigation by Swedish news outlet Aftonbladet revealed that 11 current and former employees described a toxic work culture, including being belittled, called names, and yelled at in the workplace.
Matilda Djerf, 27, has publicly apologized for the allegations, expressing deep regret to anyone who felt mistreated under her leadership. However, many customers, including 22-year-old Sumi Mrkulic from London, have vowed to stop supporting the brand. Sumi, particularly upset by reports of models being criticized for their body size, stated she would “never purchase anything or voice support again.”
The brand, known for promoting inclusivity and diverse model representation, has come under fire for allegedly failing to live up to these values. Sumi noted that the claims of body-shaming and a toxic work environment contradicted everything Djerf Avenue stood for.
Influencer Matilda Djerf launched her brand in 2019, which quickly gained a massive following, especially among young women. In 2023, Djerf Avenue earned around $35 million in revenue. The brand’s pop-up shop in London recently drew huge crowds, but the allegations have led many customers to reconsider their support.
Giulia Carrozzo, 20, from Germany, who had placed an order with Djerf Avenue shortly before the accusations surfaced, announced she would be returning the items. She expressed feeling betrayed, as the brand had marketed itself as body-positive and empowering, values she no longer felt aligned with the company.
Matilda Djerf responded to the allegations, stating that she did not recognize herself in many of the claims made but acknowledged the importance of raising these concerns. She emphasized her commitment to reflection, growth, and contributing to a better workplace culture at Djerf Avenue.
The company has also taken steps to address the workplace issues, including conducting monthly anonymous employee surveys, introducing an independent whistleblower function, and implementing a workplace assessment with an external psychologist to improve the company culture.
While Djerf Avenue works to address the concerns, many customers remain critical of the brand’s actions, demanding real accountability and change before they continue their support.