Djerf Avenue: From “It Girl” to “Oh No Girl?”

Alright, fashionistas and business aficionados, gather ‘round because we’re about to dive into a story that’s got more twists than a pretzel factory. We’re talking about Djerf Avenue, the brainchild of Swedish influencer Matilda Djerf, the “it girl” with over 3 million Instagram followers, and her partner, Rasmus Johansson. Now, this isn’t your average “rags to riches” tale; it’s more like “likes to labels,” with a side of workplace drama that could rival a reality TV show.

The Rise of Djerf Avenue: Sustainable Swag or Just Good Branding?

Let’s start with the fairytale part of the story. In 2019, Matilda Djerf, along with her boyfriend Rasmus Johansson, decided to launch a clothing label. Now, Matilda wasn’t just some random person who woke up one morning and thought, “Hey, I should sell clothes!” She was already a social media star, known for her effortless style and that ever-elusive “cool girl” vibe. Djerf Avenue was born from that aesthetic, focusing on inclusivity and sustainability.

The brand made headlines for using natural and recycled materials, produced in Portugal, Sweden, and Italy. They also made a point of featuring models with disabilities, including those with ostomy bags, and never retouching photos. It was a refreshing change from the usual glossy, often unattainable, standards of the fashion industry. This was a brand that wanted to be seen as relatable, ethical, and effortlessly chic – a difficult trifecta to achieve.

And achieve it they did. The company’s revenue went from $1.8 million in 2020 to approximately $34.5 million last year. That’s not just a jump; that’s a triple-lutz with a backflip! By March 2023, Djerf and Johansson were on the Forbes “30 Under 30” list for Europe in retail and e-commerce. Talk about hitting the jackpot, right? It seemed like everything Djerf touched turned to gold, or at least, really, really expensive linen.

Djerf Avenue’s aesthetic is all about those characteristic prints of blueberries, strawberries, and cherries – adorning everything from clothing to pajamas and bedsheets. It’s like living in a trendy, fruit-themed dream. They were basically serving up the perfect blend of Scandinavian minimalism with a dash of whimsical charm.

But as they say, “All that glitters is not gold,” or in this case, “all that is sustainably produced is not without its workplace issues.”

The Fall From Grace: When the Dream Became a Nightmare

Fast forward to the end of 2024, and things took a turn quicker than a model on a runway. A Swedish newspaper, Aftonbladet, published an exposé based on claims from employees who described a toxic work environment at Djerf Avenue. Words like “bullying,” “fear,” and “anxiety” were thrown around like confetti at a disastrous office party. One former employee even described the environment as “psychic terror”. Ouch! Not exactly the “inclusive and respectful environment” Matilda claimed to prioritize.

Here’s a rundown of the allegations:

• Public scoldings: Employees claimed they were frequently yelled at in front of the entire office. This is like being called into the principal’s office, but the entire school is watching.
• Favoritism and control: It appears that not everyone was treated equally, with some being favored over others, which created a culture of fear. You can’t have a fashion empire on a foundation of high-school mean girls.
• Lack of respect: Employees reported feeling that their concerns were not heard and that they were not valued. It seems there was a disconnect between the brand’s inclusive image and its internal practices.

These allegations sparked a social media frenzy, with customers and followers expressing shock and disappointment. It’s like finding out your favorite celebrity is actually a supervillain; it’s hard to reconcile the image with the reality.

The Blame Game: Who’s Really Responsible?

In the wake of the scandal, Matilda Djerf issued an apology via the comment section of an Instagram post. This, according to one former employee, was a “cowardly” way to handle the situation. The former employee felt that it was an attempt to bury the apology in a flood of comments, rather than openly and clearly taking responsibility. The employee felt it showed a disregard for the people affected.

Here’s the thing about social media apologies; they’re like sending a text to break up with someone. It’s technically communication, but it lacks sincerity and accountability. In Matilda’s apology, she stated, “If my actions have made anyone feel mistreated, I sincerely apologize”. This kind of conditional apology doesn’t sit well with people who are looking for genuine remorse and accountability. It’s the “sorry if you were offended” of the corporate world.

But the responsibility doesn’t rest solely on Matilda’s shoulders. Many former employees are also calling out Rasmus Johansson, the CEO of Djerf Avenue and Matilda’s partner, for not stepping up and taking responsibility. One former employee said that Johansson, “is equally responsible” for the toxic work environment. Johansson eventually stated that he was “sincerely sorry for the shortcomings that have existed”. He added, “This is a clear signal for us that we need to do more, and I am determined to learn from this to create a stronger and more supportive organization where our employees really feel valued”.

It’s hard to imagine that a CEO could be unaware of these issues, which raises the question: where does the buck really stop? Is this just a case of poor leadership, or something more deeply rooted in the company culture?

The Gender Card: Is Matilda Held to a Higher Standard?

Here’s where things get a bit more nuanced. Some fashion creators and influencers have come to Matilda’s defense, arguing that the criticism she’s facing is harsher because she’s a woman. One fashion entrepreneur stated, “Research shows that women in leading positions face higher demands, have fewer chances for forgiveness, and are more exposed to hatred than their male counterparts”.

The idea is that a male CEO might have been given more leeway or a pass for similar behavior. One influencer even questioned whether male leaders would ever face the same level of scrutiny as Matilda. It’s a fair point; society often has different expectations for men and women in leadership roles, with women often being judged more harshly for perceived flaws.

However, this isn’t a free pass for bad behavior. Regardless of gender, a toxic workplace is still a toxic workplace. The focus should be on creating a safe and respectful environment for all employees, no matter who is in charge. It is also worth remembering that Matilda is a social media influencer with a huge platform, so she’s bound to face more scrutiny than your average small business owner. And, as a social media personality with a brand built on a certain image, the bar for ethical behavior will be set higher.

The Aftermath: Where Does Djerf Avenue Go From Here?

So, what’s next for Djerf Avenue? Well, the brand is facing a serious PR crisis. They went from being the darling of the sustainable fashion world to the poster child for toxic work culture. It’s a steep hill to climb back to public favor.

Here are a few things Djerf Avenue needs to do:

• Genuine Accountability: A true apology that addresses the specific allegations and outlines a clear plan of action. No more hiding in Instagram comments.
• Transparency: Share the steps they’re taking to create a better work environment. People want to see change, not just hear about it.
• Cultural Overhaul: Examine the company culture from top to bottom and implement policies that promote respect, fairness, and open communication. You can’t just sprinkle some “good vibes” on a toxic culture and hope for the best.
• Employee Input: Involve employees in the process of fixing the company’s workplace issues. Give them a voice and make them a part of the solution.

It’s important to remember that this isn’t just about Djerf Avenue; it’s a broader reflection of the challenges that young, fast-growing companies face. Creating a successful business requires more than just a great product and a strong brand; it also requires a commitment to ethical leadership and a culture of respect.

The Broader Picture: A Reminder That Influencers are Still Human (Sort Of)

This entire debacle highlights something that we seem to forget in this age of social media: influencers are still people, even if they seem to live in a perfectly filtered world. They have flaws, they make mistakes, and sometimes, they lead companies into toxic disaster zones. It’s easy to get caught up in the curated images they present online, but it’s crucial to remember that there’s a real world behind those perfectly styled photos.

This scandal isn’t an isolated event; it’s part of a larger conversation about how we hold brands and their founders accountable. It reminds us that ethics and responsibility must come before profits, and that a “good image” isn’t worth a thing if it’s built on the backs of mistreated employees.

Maybe Djerf Avenue will learn from this, or perhaps, it will become another cautionary tale in the influencer-turned-entrepreneur saga. Whatever the outcome, this saga is a reminder that the road to success is paved with more than just good intentions; it requires genuine leadership, empathy, and a commitment to treating everyone with respect.

A Final (Somewhat) Funny Thought

And finally, let’s all just agree that hiding an apology in an Instagram comment section is the social media equivalent of burying your head in the sand. It just doesn’t work. Maybe Matilda and Rasmus can use some of that $34.5 million to hire a crisis management team that knows a thing or two about genuine accountability and not just how to take a perfect selfie.

Alright, that’s all for now, folks. Keep your eyes peeled for more updates in the world of fashion, business, and workplace drama!