compiled: Elmili TK
Swedish clothing brand Djerf Avenue, founded by influencer Matilda Djerf, has come under fire following allegations of bullying and body-shaming within the company. A report by Swedish news outlet Aftonbladet revealed claims from 11 current and former employees about mistreatment in the workplace, including being belittled, yelled at, and subjected to inappropriate comments about their bodies.
Claims of Body-Shaming and Toxicity
The allegations include reports of models being told they didn’t “fill out” a pair of jeans, while others were allegedly called “fat.” These accusations sharply contrast with Djerf Avenue’s public branding, which emphasizes inclusivity, body positivity, and respect.
The revelations have left some customers, like 22-year-old Sumi Mrkulic from London, disillusioned. She described the brand’s inclusivity efforts as “performative” and its response as “spineless.”
“I’ll never purchase anything or voice support again,” Sumi said.
Fan and Customer Reactions
Many long-time supporters of the brand feel betrayed. Giulia Carrozzo, a 20-year-old from Germany, had placed an order with Djerf Avenue the day before the allegations surfaced. Upon learning of the claims, she decided to return her purchase.
“Djerf Avenue has always marketed itself as body-positive and empowering,” Giulia said. “Hearing about body-shaming and a toxic environment felt like a complete betrayal of the values they claim to uphold.”
She added that the allegations contradicted the progress she believed the brand represented as a woman-led business.
Matilda Djerf’s Response
Matilda Djerf, 27, expressed remorse in a statement to the BBC. “If any team member has felt mistreated because of my actions, I am deeply sorry,” she said. “I don’t recognize myself in all the claims, but I see this as a chance to reflect, grow, and improve.”
Djerf, who gained recognition in retail and e-commerce and was listed in Forbes 30 Under 30 in 2023, has faced mounting criticism over her leadership. Despite her apologies, many customers and fans are demanding accountability and tangible change.
Company Actions and Reforms
Djerf Avenue’s chief operating officer, Pernilla Bonny, acknowledged challenges in the workplace environment and outlined steps to address them. These measures include:
- Monthly anonymous employee surveys
- Establishing an independent whistleblower function
- Strengthening the management team
- Conducting an independent workplace assessment with an external psychologist
The company has emphasized its commitment to improving workplace culture, but some customers remain skeptical, waiting to see how these promises translate into action.
Impact on the Brand
Djerf Avenue, which reported $35 million in revenue last year and recently hosted a highly successful pop-up shop in London, now faces the challenge of rebuilding trust with its customer base. As the backlash continues, the brand’s reputation as a champion of inclusivity and empowerment hangs in the balance.
