In brief
Following claims of bullying and body-shaming within her clothing brand, Djerf Avenue, founder Matilda Djerf has apologized to employees. Fans express deep disappointment, citing a betrayal of the brand’s core values.
The Swedish clothing brand Djerf Avenue is encountering significant backlash as serious allegations of workplace bullying and body-shaming surface against its founder Matilda Djerf. An investigation by Swedish news outlet Aftonbladet revealed that 11 current and former employees reported experiences of being belittled, insulted, and subjected to yelling in the workplace.Matilda Djerf, 27, expressed her sorrow over the situation to the BBC, saying she is "deeply sorry" for anyone who felt mistreated under her leadership. However, reactions from customers have been swift; many, like 22-year-old Sumi Mrkulic from London, have declared they will no longer support the brand. Sumi expressed concern over reports indicating models were criticized for their body shape, stating that such behavior contradicts the brand's public image of kindness and inclusivity.Djerf Avenue has always portrayed itself as a body-positive and empowering brand, making these recent claims feel like a "complete betrayal" of its values, according to 20-year-old Giulia Carrozzo from Germany. After receiving an order from the brand just a day before the allegations came to light, Giulia noted that she could not support a brand that doesn't align with its stated principles of inclusivity. In light of the accusations, Matilda Djerf acknowledged the gravity of the situation and maintained that she does not recognize herself in many of the claims made against her. However, she emphasized her commitment to taking full responsibility for the company culture. Djerf Avenue’s chief operating officer, Pernilla Bonny, confirmed that the company is aware of the workplace challenges and has begun initiatives to address them, including anonymous surveys and independent assessments to ensure a healthier work environment moving forward.
