Matilda Djerf, the founder of the Swedish fashion brand Djerf Avenue, has once again expressed her regret following allegations of staff mistreatment that surfaced in a recent report. In an Instagram post, Djerf stated, “I wasn’t ready,” acknowledging her inexperience as a leader during the rapid growth of her company. The backlash came after Swedish news outlet Aftonbladet detailed claims of bullying and body-shaming within the workplace, sparking disappointment among customers and fans.
The 27-year-old entrepreneur emphasized her commitment to fostering a positive work environment, outlining initiatives such as hiring more experienced managers and implementing monthly anonymous staff surveys to gather feedback. She reflected on the unexpected success of Djerf Avenue, which was launched in 2019 and quickly became popular for its fashionable yet inclusive offerings. Last year, the brand generated approximately $35 million in revenue.
Djerf Avenue captivated young women with its trendy wardrobe staples, including oversized button-down shirts and trousers. However, it has faced significant scrutiny following allegations that some models experienced body-shaming remarks about their appearance. The first Djerf Avenue pop-up shop in London attracted considerable attention, with enthusiastic supporters forming long queues.
Journalism student Evie Summers voiced her dismay over the allegations, noting how this situation can be particularly demoralizing for the young fans who look up to Djerf and her brand. Summers pointed out the necessity for Djerf to embody the values of kindness and inclusivity, both in her designs and towards her team members.
In closing her message, Djerf expressed her determination to rebuild trust with her audience, acknowledging the challenges she faced as a newcomer in the industry. She reiterated her dedication to creating a safe and inclusive space for everyone involved with Djerf Avenue.
This situation serves as a reminder of the importance of leadership development in fast-growing businesses. With her willingness to learn and adapt, Djerf’s commitment to improving her work culture presents a hopeful outlook for the future of Djerf Avenue. It also highlights the growing expectation for brands to uphold their values not just in marketing but in everyday practices, fostering both employee satisfaction and consumer loyalty.