Djerf Avenue Faces Turmoil Over Bullying Allegations Against Founder Matilda Djerf

Matilda Djerf, founder of the popular clothing line Djerf Avenue, has issued an apology amid allegations of body-shaming and bullying found in a recent investigation, leading loyal customers to reconsider their support.

Swedish fashion brand Djerf Avenue is under significant scrutiny following serious allegations of bullying and body-shaming against its founder, Matilda Djerf. An investigation by the Swedish outlet Aftonbladet revealed troubling accounts from 11 current and former employees detailing experiences of belittlement and verbal abuse within the workplace environment.

Matilda Djerf, aged 27, expressed her sincere apologies in a BBC interview to anyone who felt wronged during her tenure as a leader. However, many customers, including 22-year-old Sumi Mrkulic from London, have voiced their disappointment openly. Sumi stated that the reports have irrevocably shifted her perception of the brand, asserting that the alleged behavior contradicts the brand’s proclaimed values of kindness and inclusivity. "Their efforts to be inclusive feel completely performative," she remarked.

The narrative has resonated with others as well, including 20-year-old Giulia Carrozzo from Germany, who decided to return an order from Djerf Avenue as a protest against the allegations. For her, the brand’s emphasis on empowerment and body positivity was fundamentally at odds with reports of a toxic workplace atmosphere. "Supporting a brand led by a woman felt like celebrating progress, but these allegations contradict that,” Giulia stated.

Djerf Avenue, founded by the influencer in 2019, rapidly gained popularity among young women, boasting revenues of around $35 million in the previous year. The company recently opened its first pop-up shop in London, attracting long queues of eager customers.

In light of the situation, Matilda Djerf acknowledged the allegations and refrained from disputing the themes of concern raised in the reports. "If any team member has felt mistreated in their role because of my actions, I am deeply sorry," she affirmed. She emphasized the importance of addressing these issues to create a healthier workplace culture at Djerf Avenue.

Pernilla Bonny, the company’s chief operating officer, validated the troubling claims and described the measures being taken to combat these issues. Actions being implemented include anonymous employee surveys, strengthening the management team, and conducting independent assessments of the workplace environment.

The unfolding situation presents a broader conversation on accountability in the influencer-led retail space, raising questions about the integrity of branding and the potential rebound effect on consumer loyalty. As the brand strives for recovery, the implications of these allegations could resonate well beyond Djerf Avenue, urging all within the industry to reflect on and reevaluate their company cultures.