Djerf Avenue Under Fire: Allegations of Bullying Shake Brand's Reputation

Allegations of a "toxic work culture" at Djerf Avenue prompt significant backlash from customers who feel betrayed by the brand's messaging of inclusivity and body positivity.

Swedish clothing label Djerf Avenue is grappling with severe criticism following allegations of workplace bullying and body-shaming directed towards its founder, Matilda Djerf. An investigation published by Aftonbladet revealed disturbing testimonies from 11 past and present employees, describing experiences of humiliation, name-calling, and yelling while on the job.

In a heartfelt response to the allegations, Djerf expressed her regret to those who might have felt mistreated, stating, “I am deeply sorry for any distress caused.” However, many consumers, including 22-year-old Sumi Mrkulic, are reconsidering their support for the brand. “I can’t support a company that advocates inclusivity but fosters a toxic environment,” she shared.

The feelings of disappointment expressed by customers stem from the stark contrast between the brand’s marketed values and the reported behavior within. Djerf Avenue’s website has always emphasized a message of kindness, inspiration, and respect, even claiming to champion size inclusivity with a diverse array of models. Mrkulic highlighted this contradiction, asserting that the brand’s previous efforts now seem “performative.”

Launched in 2019, the influencer's brand quickly caught on with young consumers, generating approximately $35 million (£27.5 million) in revenue over the last year. Its recent pop-up shop in London received significant attention, attracting long lines before opening.

However, the backlash has been overwhelming. Giulia Carrozzo, a 20-year-old from Germany, expressed that after receiving an order just as the allegations surfaced, she felt compelled to return it. "This news completely contradicts the body-positive image they cultivated," she stated, emphasizing the sense of betrayal she felt.

Matilda Djerf, who received recognition in the Forbes 30 under 30 list for her contributions to retail and e-commerce in 2023, acknowledged the claims, stating, “I take full responsibility and view this as an opportunity for growth.” She confirmed that the organization is making efforts to address concerns, including monthly anonymous surveys and independent assessments to facilitate change.

As Djerf Avenue navigates the fallout from these accusations, it remains to be seen how the brand will repair its image and rebuild trust with its ever-discerning audience.