In brief
Swedish influencer Matilda Djerf's clothing brand Djerf Avenue is facing criticism following allegations of workplace bullying and body-shaming.
Swedish clothing brand Djerf Avenue is under fire as allegations of bullying and a toxic work environment surface against founder Matilda Djerf. An investigation by Swedish news outlet Aftonbladet revealed testimonies from 11 current and former employees who reported experiences of being belittled and subjected to name-calling and yelling at work.In reaction to the claims, 27-year-old Djerf expressed her regret, stating she is "deeply sorry" for anyone who has felt mistreated in her company. However, several customers, including Sumi Mrkulic from London, have vowed to withdraw their support, with Sumi declaring she would "never purchase anything or voice support again." The negative sentiments stem from frightening reports that some models were criticized about their body types, contradicting Djerf Avenue's brand image of inclusivity and kindness. Sumi Mrkulic voiced her feelings to the BBC, remarking that the claims rendered the brand’s efforts toward inclusivity as "completely performative" and "spineless." Launched in 2019, Djerf Avenue quickly gained traction among young women, generating around $35 million in revenue last year alone. The brand was recently celebrated during a 10-day pop-up shop event in London, which saw massive turnouts.Another customer, Giulia Carrozzo from Germany, expressed shock upon receiving a shipment from Djerf Avenue just before the allegations were released. She stated that the reports felt like a "complete betrayal of the values they claim to uphold" and declared her intent to return her order. Giulia highlighted that she once viewed supporting the brand as a way to uplift women in business, but the allegations now leave her unable to align her values with the brand's actions.In response to the allegations, Matilda Djerf issued a statement of regret, stating, “If any team member has felt mistreated in their role because of my actions, I am deeply sorry.” While Djerf distanced herself from the specific claims made, she acknowledged the importance of raising these concerns for personal and organizational growth.Djerf Avenue’s chief operating officer, Pernilla Bonny, noted the company recognizes challenges within its working environment and is actively working on remedying them. Initiatives include monthly anonymous employee surveys, establishing an independent whistleblower hotline, enhancing the management team, and conducting external assessments with psychologists to ensure continuous improvement.As the story unfolds, customers remain vigilant, calling for greater accountability and real changes within the organization that align with Djerf Avenue's proclaimed ethos.
