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The embattled boss of Swedish fashion brand Djerf Avenue has apologized again after claiming she mistreated her staff, blaming her lack of leadership experience as the company's growth exploded.
“I wasn't ready,” Matilda Djerf wrote in a post on Instagram, days after an article by Swedish media outlet Aftonbladet sparked a backlash against the brand.
In the post, the 27-year-old said the company was working to improve its work culture, which included recruiting more experienced managers and introducing anonymous monthly staff surveys.
Ms Djerf, who began her career as an online influencer in 2016, said she was committed to “doing things right”.
“When I started Djerf Avenue, I never imagined the company would be what it is today, with so many team members and so many responsibilities,” she wrote.
“I will continue to learn and work to ensure that Djerf Avenue is a safe and inclusive space for all.”
Launched in 2019, Djerf Avenue quickly gained popularity among young women for its wardrobe staples such as button-down shirts and oversized pants.
The brand, which reported revenue of around $35 million (£27.5 million) last year, is known for its size inclusiveness and diverse model representation.
But it faced an outcry from customers after Aftonbladet reported allegations of bullying and body shaming. Some models were told they didn't fill out a pair of jeans, while others were called fat.
Djerf Avenue recently held its first 10-day pop-up store in London, which saw queues forming up to three hours before the store opened.
Journalism student Evie Summers, who visited the pop-up to write a report, said the allegations against Ms Djerf were “incredibly disappointing and disheartening to the impressionable young people who adore her”.
Evie Summers
She said an apology was the only route available to Ms Djerf, who has gained followers not only for her designs but also for her “lifestyle and values”.
“With this in mind, it is particularly important for her to reflect the brand values of kindness and inclusion towards her staff,” said the 19-year-old.
In her post, Ms Djerf said she hoped to rebuild trust with her fans.
“I had never built a business before, and under a lot of stress, high pace, and naivety, I failed to be the leader and colleague I wanted to be along the way,” she added.
Samantha Rogers
London resident Samantha Rogers said the controversy was a reminder that brands should live by their values.
“I'm really sad about what happened, but I also think it's great that brands are being called out when they don't live up to the values they promote,” the 32-year-old told the BBC.
“If your brand doesn’t feel real, it won’t stand the test of time.”
