Clothing Brand Djerf Avenue Faces Criticism Amid Bullying Allegations

Swedish apparel company Djerf Avenue is experiencing a negative reaction from its customer base following allegations of bullying and body-shaming directed at its founder, Matilda Djerf. A report from the Swedish news outlet Aftonbladet detailed accounts from 11 current and former employees who described instances of being belittled, subjected to name-calling, and yelled at within the work environment. Ms Djerf, 27, conveyed to the BBC that she was “deeply sorry” to anyone who felt mistreated under her leadership. Nevertheless, patrons such as 22-year-old Sumi Mrkulic have pledged to “never purchase anything or voice support again.” Sumi, residing in London, expressed particular concern after Aftonbladet reported that some models were informed they “didn’t fill out a pair of jeans,” while others were labeled “fat.” The Djerf Avenue website promotes an environment “filled with kindness, inspiration, and respect,” and the company is recognized for its commitment to size inclusivity and diverse model representation. Sumi remarked to the BBC: “It renders all of their efforts to be inclusive completely performative. I actually find it really spineless.” Influencer Matilda Djerf established the brand in 2019, and it rapidly gained popularity among young women. The company states it generated approximately $35m (£27.5m) in revenue last year. Recently, it hosted its inaugural 10-day pop-up shop in London, where queues formed up to three hours prior to the store’s opening. Giulia Carrozzo, 20, from Germany, received an order from Djerf Avenue the day before the accusations became public. She indicated her intention to return the order in light of the report. “Djerf Avenue has always marketed 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 uphold,” she stated. “I knew immediately that this wasn’t something I could support.” Matilda Djerf, whose online career began in 2016, was acknowledged for her contributions to retail and e-commerce on the Forbes 30 under 30 list in 2023. Giulia commented: “To me, supporting a brand led by a woman felt like celebrating progress and uplifting women in business. However, these allegations… directly contradict those values.” She added, “I can’t justify supporting a brand that doesn’t practise the values it promotes. Until there’s real accountability and change, I won’t be purchasing from them.” Matilda Djerf issued a statement saying: “If any team member has felt mistreated in their role because of my actions, I am deeply sorry, and I want to sincerely apologize.” She continued, “I don’t recognize myself in all the claims that have been made, and I’ve chosen not to comment on individual cases. However, I do believe it’s valuable that these concerns are being raised, as it gives both me and Djerf Avenue the opportunity to grow and improve.” Ms Djerf concluded, “I want to emphasize that I take full responsibility and see this as a chance to reflect, grow, and contribute to a better culture for everyone at Djerf Avenue.” Pernilla Bonny, Djerf Avenue’s chief operating officer, affirmed that the company recognized the difficulties within its workplace environment and had initiated measures to address them. These measures encompass conducting monthly anonymous employee surveys, establishing an independent whistleblower function, reinforcing the management team, and undertaking an independent workplace assessment with an external psychologist.