The leader of the Swedish fashion brand Djerf Avenue, Matilda Djerf, has publicly apologized following allegations of staff mistreatment that sparked significant backlash. In an Instagram post, Djerf admitted, “I wasn’t ready,” attributing her struggles to her inexperience as a leader during a period of rapid company growth. The controversy arose after a report from Swedish news outlet Aftonbladet described instances of bullying and body-shaming within the company, which have left customers feeling disillusioned.
Djerf Avenue, which gained popularity among young women for its trendy, size-inclusive clothing, including oversized shirts and trousers, reported around $35 million in revenue last year. In response to the backlash, Djerf has promised to enhance the company’s work environment by hiring more experienced management and implementing monthly anonymous staff surveys.
Djerf highlighted her commitment to creating a safe and inclusive workplace for her team, stating that the growth of her brand exceeded her initial expectations. She expressed a desire to learn from her experiences and improve her leadership moving forward.
While the negative allegations have disappointed many of her followers and customers, it is worth noting that Djerf is making deliberate efforts to rebuild trust with her community. Journalism student Evie Summers, who recently attended a Djerf Avenue pop-up event in London, acknowledged the importance of Djerf reflecting her brand’s values of kindness and inclusivity, particularly in light of the current circumstances.
In summary, this situation presents not only a challenge for Matilda Djerf but also an opportunity for growth and positive change within Djerf Avenue. By addressing these issues head-on and actively seeking improvements in workplace culture, Djerf has the potential to reinforce her brand’s commitment to its core values and regain the trust of her followers.