The CEO of Djerf Avenue, the Swedish fashion brand, has issued another apology following allegations of staff mistreatment. Matilda Djerf, the 27-year-old influencer and founder, admitted on Instagram that she “wasn’t ready” for the leadership role as the company expanded rapidly. This reflection came after a report by Swedish news outlet Aftonbladet detailed claims of bullying and body-shaming within the company.
In her post, Djerf expressed her commitment to improving the workplace culture, stating the brand would focus on hiring experienced managers and implementing monthly anonymous staff surveys to gather feedback. She acknowledged the unexpected growth of Djerf Avenue since its launch in 2019, which gained popularity for its trendy clothing aimed at young women, recording approximately $35 million in revenue last year.
Despite the brand’s reputation for size inclusivity and diverse model representation, recent allegations of mistreatment have sparked disappointment among fans. Journalism student Evie Summers, who reported on the company’s recent pop-up shop in London, noted that the allegations could discourage young admirers who look up to Djerf for her ethos of kindness and inclusivity.
In her message, Djerf emphasized her desire to learn from the experience and create a safer, more inclusive environment for everyone involved with Djerf Avenue. She acknowledged her inexperience in building a company and the pressure that came with it, which contributed to her leadership challenges.
As Djerf Avenue aims to restore trust with its community, this situation presents an opportunity for growth in both the company and its leader. The commitment to improving workplace culture demonstrates a desire to create a brand that aligns with its values of inclusivity and respect, showing that learning from mistakes can lead to positive changes moving forward.