In brief
Swedish clothing brand Djerf Avenue faces backlash from fans after allegations of bullying and body-shaming emerge. Matilda Djerf, its founder, expresses regret but faces diminished support from loyal customers.
Swedish influencer Matilda Djerf is facing significant backlash as fans express disappointment over allegations concerning her clothing brand, Djerf Avenue. Claims of a "toxic work culture" surfaced from an investigation by Aftonbladet, revealing that 11 current and former employees reported instances of bullying, name-calling, and body-shaming in the workplace. Djerf, 27, addressed the situation, expressing her "deeply sorry" feelings for anyone affected under her leadership. Despite her apology, many customers, including 22-year-old Sumi Mrkulic, stated they would no longer support the brand. Mrkulic highlighted her concern over reports that models were criticized for their body shapes, saying it contradicts the brand's image of kindness and inclusivity.Giulia Carrozzo, 20, from Germany, shared her disappointment as well, feeling that the allegations contradicted Djerf Avenue's body-positive messaging. After hearing the news, she decided to return her recent order, stating that she couldn't support a brand that doesn't align with its professed values.In response, Matilda Djerf emphasized her commitment to learning and improving workplace culture at Djerf Avenue, stating that she takes full responsibility for the claims. The brand's COO also remarked on the challenges within the workplace environment and mentioned initiatives like monthly employee surveys and an independent whistleblower function to foster a healthier work culture.
