Matilda Djerf, the 27-year-old founder of Swedish fashion label Djerf Avenue, has publicly addressed backlash over allegations of mistreatment of staff, citing her relative inexperience as a leader during the brand’s rapid expansion. In a heartfelt Instagram post, Djerf expressed that she “wasn’t ready” to face the challenges presented by the growth of her company, which she launched in 2019. The brand has enjoyed considerable success, reporting around $35 million in revenue last year and gaining a loyal following among young women with its inclusive fashion offerings.
After a report from Swedish news outlet Aftonbladet revealed claims of workplace bullying and body-shaming within her company, Djerf acknowledged the need for improvement in its work culture. She announced plans to hire more experienced managers and implement monthly anonymous staff surveys to better understand and address employee concerns. “I’ll keep learning and working to ensure Djerf Avenue is a safe, inclusive space for everyone,” she stated, emphasizing her commitment to the brand values of kindness and inclusivity.
Despite the recent challenges, Djerf Avenue remains popular, as highlighted by the successful opening of its first pop-up shop in London, which saw long lines of eager customers. However, journalism student Evie Summers noted the disappointment sparked by the allegations, stressing the importance of Djerf reflecting her brand’s values not only to her fans but to her team as well.
Djerf’s transparency about her struggles as a leader and her dedication to make amends reflect her potential for growth and improvement. This situation, while challenging, could ultimately serve as a pivotal learning experience and an opportunity to cultivate a positive workplace environment, reinforcing her brand’s commitment to inclusivity for both employees and customers alike.
In a world where many brands are increasingly held accountable for their practices, Djerf’s willingness to confront these issues could foster a stronger foundation for her company moving forward. By embracing a culture of openness and empathy, Djerf Avenue has the chance to emerge from this controversy even stronger.