Djerf Avenue Faces Fan Backlash Amid Bullying Allegations

Swedish brand Djerf Avenue encounters significant backlash following allegations of bullying and body shaming in the workplace, prompting founder Matilda Djerf to issue an apology and advocate for reform.

Swedish clothing brand Djerf Avenue is under fire from fans and customers following disturbing allegations of bullying and body-shaming against its 27-year-old founder, Matilda Djerf. An investigation by Aftonbladet, a Swedish news outlet, highlighted accounts from 11 current and former employees detailing instances of belittlement, name-calling, and aggressive behavior within the work environment.

Matilda Djerf expressed her remorse to the BBC, stating she is "deeply sorry" for any mistreatment experienced by team members under her leadership. Despite her apology, customers like 22-year-old Sumi Mrkulic have publicly declared their intention to sever ties with the brand, vowing to "never purchase anything or voice support again."

Sumi, hailing from London, articulated her disillusionment, noting that reports claiming models were chastised for their body size contradicted the brand's promotion of kindness and inclusivity. "It renders all of their efforts to be inclusive completely performative. I actually find it really spineless," she remarked.

Djerf Avenue, founded in 2019, quickly gained traction among young women, recording approximately $35m (£27.5m) in revenue last year. The brand recently celebrated its successful debut 10-day pop-up shop in London, which drew crowds eager to engage with its products.

Another customer, 20-year-old Giulia Carrozzo from Germany, echoed these sentiments. Having received her order just before the allegations surfaced, Giulia expressed her disappointment, labeling the claims a "betrayal of the values" the brand had long promoted. She stated, "I can't justify supporting a brand that doesn't practice the values it promotes," emphasizing her commitment to boycotting the brand until necessary accountability and changes are established.

In response to the allegations, Matilda Djerf acknowledged the necessity for reflection and improvement. She stated, "I do take criticism very seriously," and expressed her commitment to fostering a healthier workplace culture. Although she refrained from commenting on individual claims, she underscored the importance of addressing these concerns for potential growth.

Djerf Avenue’s chief operating officer, Pernilla Bonny, supported Djerf's sentiments, revealing the company's proactive measures to confront workplace challenges. Proposed initiatives include monthly anonymous employee surveys, a whistleblower function, and collaboration with an external psychologist for an independent workplace assessment.

With the road to recovery well underway, Djerf Avenue faces a crucial period of reflection as it navigates the challenges of upholding its values amid growing scrutiny from its supporters.