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Matilda Djerf fans feel let down by accusations of 'toxic work culture' at her clothing brand
Swedish clothing brand Djerf Avenue is facing a backlash from fans following allegations of bullying and body shaming against its founder Matilda Djerf.
An investigation by Swedish media outlet Aftonbladet reported that 11 current and former employees said they had been belittled, insulted and shouted at in the workplace.
Ms Djerf, 27, told the BBC she was “deeply sorry” to anyone who felt mistreated under her leadership.
But customers like Sumi Mrkulic, 22, have vowed to “never buy anything or voice assistance again.”
“Perfect and soulless”
Sumi Mrkulic
Sumi Mrkulic says allegations changed her opinion of the brand
Sumi, from London, said she was particularly concerned after Aftonbladet reported that some models were being told they didn't fill out a pair of jeans, while others were being called fat.
Djerf Avenue's website promotes a world “filled with kindness, inspiration and respect”, and the brand is known for its size inclusiveness and diverse model representation.
Sumi told the BBC: “It makes all their efforts to be inclusive completely performative. In fact, I find it really pointless.”
Influencer Matilda Djerf launched the brand in 2019 and it quickly became popular with young women. It claims to have made around $35m (£27.5m) in revenue last year.
The company recently held its first 10-day pop-up store in London, during which queues formed up to three hours before the store opened.
“Betrayal of values”
Julia Carrozzo
Giulia Carrozzo says allegations contradict company message
Giulia Carrozzo, 20, from Germany, received an order from Djerf Avenue the day before the allegations surfaced. She said she would fire him in light of the report.
“Djerf Avenue has always presented itself as a body-positive, inclusive and empowering brand, so hearing allegations of body shaming and a toxic work environment felt like a complete betrayal of the values they claim to stand for,” a- she declared.
“I immediately knew it wasn’t something I could support.”
Matilda Djerf, who began her online career in 2016, was recognized for her work in the retail and e-commerce industry on the Forbes 30 under 30 list in 2023.
Giulia said: “For me, supporting a woman-led brand felt like celebrating progress and uplifting women in business. However, these allegations…directly contradict those values.
“I can't justify supporting a brand that doesn't live out the values they promote. Until there is real accountability and change, I won't buy from them.”
“Take criticism very seriously”
Matilda Djerf said in a statement: “If any member of the team felt mistreated in their role because of my actions, I am deeply sorry and would like to sincerely apologize.
“I do not identify with all of the claims that have been made and have chosen not to comment on individual cases. However, I think it is valuable that these concerns are raised, as it gives me and at Djerf Avenue, the opportunity to grow and improve.
“I want to emphasize that I take full responsibility and see this as an opportunity to reflect, grow and contribute to a better culture for everyone at Djerf Avenue.”
Djerf Avenue chief operating officer Pernilla Bonny said the company recognized the challenges in its working environment and had taken steps to address them.
These actions include carrying out monthly anonymous employee surveys, establishing an independent whistleblowing function, strengthening the management team and carrying out an independent workplace assessment with a psychologist external.
