In brief
Matilda Djerf's fashion brand, Djerf Avenue, is under fire for claims of a toxic work environment, prompting many customers to reconsider their support amidst allegations of body-shaming practices.
Swedish clothing label Djerf Avenue is navigating a turbulent wave of criticism following reports of alleged bullying and body-shaming practices within the company, led by founder and influencer Matilda Djerf. An investigation conducted by Aftonbladet interviewed 11 current and former employees who reported instances of being belittled, verbally abused, and subjected to humiliation by management. Djerf, 27, expressed her regret during an interview with the BBC, stating, "I am deeply sorry to anyone who has felt mistreated under my leadership." However, this apology has done little to quell the discontent among loyal customers like 22-year-old Sumi Mrkulic, who announced that she would cease her support for the brand altogether. Sumi voiced her concerns after learning from Aftonbladet that some models had been criticized for their body types, with claims that some were told they did not "fill out" certain clothes adequately. "It makes all their efforts towards inclusivity seem utterly performative," she lamented. Launched in 2019, Djerf Avenue quickly gained traction among young women, reportedly generating approximately $35 million in revenue last year. The brand had actively promoted values of kindness, inspiration, and inclusivity on its platform, which made these allegations even more shocking for many. Another disgruntled customer, Giulia Carrozzo, 20, from Germany, described feeling betrayed by the brand's dissonance between its marketed values and the allegations. "Hearing about body-shaming and a toxic work environment felt like a complete betrayal of the values they claim to uphold," she said, adding that she would return her recent order.Djerf, recognized on Forbes' 30 under 30 list in 2023 for her work in retail and e-commerce, responded to the accusations, asserting she did not recognize herself in many of the claims and chose not to comment on specific allegations. However, she acknowledged the importance of constructive feedback and expressed her commitment to fostering a better cultural atmosphere within her company.The brand's chief operating officer, Pernilla Bonny, confirmed that Djerf Avenue is addressing the reported workplace issues by introducing monthly anonymous employee feedback surveys, enhancing the management team, and implementing an independent whistleblower system. As calls for accountability grow louder, consumers are left to ponder whether Djerf Avenue can restore its reputation and stay true to its professed values moving forward.
