Matilda Djerf’s fashion brand faces criticism over harassment allegations

Swedish clothing brand Djerf Avenue is facing backlash from its fans following allegations of harassment and body shaming against its founder Matilda Djerf.

An investigation carried out by a Swedish media outlet the evening newspaper reported that 11 current and former employees described being belittled, insulted and yelled at in the workplace.

Djerf, 27, told the BBC he was “deeply sorry” for anyone who felt mistreated under his leadership.

But customers like Sumi Mrkulic, 22, have vowed to “never buy anything or voice support again.”

Sumi, from London, said she was particularly concerned after Aftonbladet reported that some models were told they didn’t fill out a pair of jeans, while others were called fat.

Djerf Avenue website promotes a world “full of kindness, inspiration and respect,” and the brand is known for its size inclusivity and diverse model representation.

Sumi told the BBC: “This makes all of their efforts to be inclusive completely performative. In fact, I find it really cowardly.”

Influencer Matilda Djerf launched the brand in 2019 and it quickly became popular among young women. It says it made around $35m (£27.5m) in revenue last year.

It recently held its first 10-day pop-up store in London, where queues formed up to three hours before the store opened.

Giulia Carrozzo, 20, from Germany, received a request from Djerf Avenue the day before the allegations surfaced. He said he would return it in light of the report.

“Djerf Avenue has always promoted itself as a body-positive, inclusive and empowering brand, so hearing accusations of body shaming and a toxic work environment felt like a complete betrayal of the values ​​they claim to uphold,” she said.

“I knew immediately that this was not something I could support.”

Matilda Djerf, who began her online career in 2016, was recognized for her work in retail and e-commerce on the Forbes 30 Under 30 2023 list.

Giulia said: “For me, supporting a female-led brand was like celebrating progress and elevating women in business. However, these accusations…directly contradict those values.

“I can’t justify supporting a brand that doesn’t practice the values ​​it promotes. Until there is real accountability and change, I won’t buy from them.”

Matilda Djerf said in a statement: “If any member of the team has felt mistreated in their role due to my actions, I am deeply sorry and want to sincerely apologize.

“I do not take ownership of all the claims that have been made and have decided not to comment on individual cases. However, I believe it is valuable that these concerns are raised as it gives me and Djerf Avenue the opportunity to grow and improve.

“I want to emphasize that I take full responsibility and see this as an opportunity to reflect, grow and contribute to a better culture for everyone on Djerf Avenue.”

Djerf Avenue chief operating officer Pernilla Bonny said the company recognized the challenges in its work environment and had taken steps to address them.

These actions include conducting anonymous monthly employee surveys, implementing an independent reporting function, strengthening the management team, and conducting an independent workplace assessment with an external psychologist.