The head of Swedish fashion brand Djerf Avenue, Matilda Djerf, has issued an apology following backlash over alleged mistreatment of staff. In an Instagram post, Djerf admitted to feeling unprepared for her leadership role, acknowledging the challenges she faced as the company grew rapidly. She stated, “I wasn’t ready,” in response to criticism that emerged after a report from Aftonbladet detailed claims of bullying and body shaming within the company.
The 27-year-old founder expressed her commitment to improving the work environment, including plans to hire more experienced managers and implement monthly anonymous surveys for staff feedback. Launched in 2019, Djerf Avenue has gained significant popularity, generating around $35 million in revenue last year, primarily among young women seeking trendy, inclusive fashion.
Despite the brand’s success, it has recently faced scrutiny as reports highlighted toxic workplace behavior, with allegations that some staff members were subjected to negative comments about their bodies. This news was particularly disheartening to customers, as conveyed by journalism student Evie Summers, who attended a recent pop-up shop for the brand in London. She emphasized that Djerf’s actions should reflect the values of kindness and inclusivity, which the brand has promoted.
In her message to supporters, Djerf expressed hope for rebuilding trust and demonstrated a willingness to learn from her experiences. “I had never built a company prior to this, and under a lot of stress… I failed to be the leader and colleague I wish to be,” she said.
Despite the challenges, there is potential for Djerf Avenue to emerge stronger from this situation. By acknowledging her shortcomings and committing to positive changes, Matilda Djerf is paving the way for a healthier work culture and reinforcing the brand’s dedication to inclusivity and kindness—a journey many can relate to and support.
Summary: Matilda Djerf, founder of Djerf Avenue, apologizes for staff mistreatment claims and admits her inexperience in leadership. The company plans improvements to its work culture as it responds to backlash from both employees and customers. Djerf is committed to learning from the situation and fostering a safe and inclusive environment for everyone involved.