The founder of the Swedish fashion label Djerf Avenue, Matilda Djerf, has publicly apologized following allegations of mistreatment of staff. In an Instagram post, she expressed that she “wasn’t ready” for the challenges of leadership as the company experienced rapid growth. This admission came in response to backlash that followed a report by the Swedish news outlet Aftonbladet, which revealed troubling claims of bullying and body-shaming within the company.
At just 27 years old, Djerf acknowledged her inexperience, stating that she never anticipated her company would grow to the scale it has since its launch in 2019. The brand quickly attracted a loyal customer base, particularly among young women, with its focus on size inclusivity and diverse model representation. In the previous year, Djerf Avenue reportedly generated around $35 million (£27.5 million) in revenue and garnered attention for its stylish, oversized clothing items.
Despite the brand’s success, it has faced serious criticism from customers who were appalled by reports highlighting a toxic work environment. Allegations included instances of models being told they did not fit into certain styles and were subjected to derogatory comments about their bodies. The backlash intensified, especially among fans and customers who admire Djerf not only for her fashion designs but also for her advocated values of kindness and inclusivity.
In light of the criticism, Matilda Djerf asserted that the company is committed to improving its workplace culture by hiring experienced managers and implementing monthly anonymous employee surveys. She expressed her determination to learn from this experience and to create a safer, more inclusive environment for both her employees and customers.
This situation, while distressing, presents a growth opportunity for both Djerf Avenue and Matilda Djerf as a leader. The willingness to acknowledge shortcomings and take actionable steps towards improvement can be viewed as a hopeful sign for the company’s future. As she aims to rebuild trust with her fans, her journey may inspire other young entrepreneurs to prioritize a positive work culture and uphold values that resonate deeply within their communities.
In summary, while the challenges faced by Djerf Avenue are significant, they also underscore the importance of leadership development and employee well-being in fostering a brand that truly reflects its stated values.