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Swedish clothing brand Djerf Avenue, founded by popular influencer Matilda Djerf, has come under public pressure following reports of a toxic work culture. Swedish newspaper Aftonbladet revealed that 11 current and former employees have denounced a tense environment, citing belittling, use of offensive nicknames and harsh criticism of appearance.
According to the report, some models have been criticized for not being able to wear certain jeans, while others have been prejudiced about their weight. The allegations have sparked a wave of outrage from customers, with many vowing to boycott the brand.
On its official website, Djerf Avenue promotes an image dedicated to "kindness, respect and diversity". However, recent reports have questioned the compatibility of this vision with the company's internal reality.
Matilda Djerf, 27, responded to the criticism in a statement to the BBC, saying:
"If anyone has felt mistreated while working at our company, I am deeply sorry and sincerely apologize. I don't recognize myself in all the allegations, but I see them as an opportunity to reflect and improve the company's culture."
Founded in 2019, Djerf Avenue has achieved great success, generating over $35 million in revenue last year. Recently, Matilda organized a temporary store in London, which attracted huge crowds and hours-long queues.
Pernilla Bonny, the company's chief operating officer, confirmed that Djerf Avenue is taking measures to address challenges in its working environment. She pointed out that the company has started monthly anonymous surveys, implemented an independent whistleblowing system and is working with an external psychologist to improve the organizational culture.
Meanwhile, the public and fans remain divided, while some customers are weighing the decision to continue their support of the brand or not.
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