Matilda Saga Albertina Djerf, the influential co-founder of the renowned fashion brand Djerf Avenue, has recently faced serious allegations regarding the company’s workplace environment. At just 27 years old, she was highlighted in an exposé by Aftonbladet, a prominent Swedish newspaper. This investigation included interviews with numerous current and former employees of Djerf Avenue, who collectively reported instances of bullying, favoritism, and even body-shaming practices within the company. In light of these troubling allegations, the brand has issued a public statement addressing the situation and outlining steps towards improvement.

In response to these allegations, Djerf Avenue stated, “This is ongoing work, and this year, we’ve made some important changes to improve the work culture at Djerf Avenue.” According to a report obtained by The Cut, the brand has initiated several significant changes, including the hiring of a more experienced management team and the introduction of monthly anonymous surveys to gather employee feedback. Additionally, they have enlisted an external organizational psychologist to assess workplace dynamics and are in the process of hiring an external HR professional to further support organizational health. These actions aim to create a more supportive and positive work environment.

Curious about the situation? Discover the unfolding story of what Matilda Djerf has done and her responses to the allegations below, as we delve deeper into the events surrounding this controversy and its impact on her career.

Understanding Matilda Djerf: Influencer and Entrepreneur

Matilda Djerf is not just a name in the fashion industry; she is a prominent Swedish influencer and a successful businesswoman who co-founded Djerf Avenue alongside her boyfriend, Rasmus Johansson. Johansson plays a crucial role in the company as its CEO, steering the brand towards growth and recognition in a competitive market. Their partnership not only showcases a blend of personal and professional commitment but also highlights the evolution of influencer-led businesses in the fashion landscape.

Investigating the Allegations Against Matilda Djerf

The exposé published by Aftonbladet painted a striking picture of a toxic work environment at Djerf Avenue, with multiple former and current employees sharing their distressing experiences. Some staff members reported severe stress, insomnia, and even panic attacks, with some returning home in tears after work shifts, as noted by Fast Company. One former employee recounted instances where Matilda allegedly yelled and insulted team members, creating an atmosphere of fear. Other accusations included her anger over trivial matters such as the lack of coffee or the seating arrangements in the office, which further fueled the reports of a hostile workplace. One employee even highlighted a bizarre incident involving Matilda’s personal toilet, underscoring the extreme dynamics at play.

The gravity of the accusations led one former employee to describe the atmosphere at Djerf Avenue as “psychological terror,” indicating a significant need for change. Such claims raise critical questions about workplace culture and the responsibilities of leadership in maintaining a healthy work environment. Addressing these issues is essential not only for the well-being of employees but also for the overall sustainability of the brand.

Assessing the Financial Success of Djerf Avenue

Despite the controversies, Djerf Avenue has shown significant financial success, reportedly generating approximately $35 million in revenue, according to BBC. This impressive figure highlights the brand’s strong market presence and consumer appeal, even amidst the ongoing allegations regarding its internal culture. Such financial metrics suggest that while the brand enjoys commercial success, it must also prioritize addressing these serious workplace issues to sustain its reputation and continue its growth trajectory.

Matilda Djerf’s Response to Workplace Allegations

After several days of silence on social media, Matilda Djerf took to her Instagram account on December 17, 2024, to share her perspective and address the concerns raised by her team at Djerf Avenue. She emphasized that her primary focus during this time has been to connect with her employees and understand their feelings and experiences.

In her heartfelt message, Matilda expressed, “I am [fully] aware that my words here are not an answer or a solution, but for me it’s important to write this directly to you. To anyone who I’ve hurt or let down, I want to start by saying that I’m genuinely sorry.” This acknowledgment of responsibility reflects her desire to heal and improve the situation within her company.

Matilda further admitted her lack of experience in leading a team of this magnitude and recognized the immense pressure that comes with such responsibilities. She articulated a sense of personal growth, stating, “When I started Djerf Avenue, I never expected that the company would be what it is today, with so many team members and so much responsibility.”

She candidly conveyed her struggles, acknowledging, “I wasn’t ready. I had never led a team prior to this, I had never built a company, and under a lot of stress, high tempo, and naivety, I failed to be the leader and colleague I wish to be along the way. And for that, I am so, so sorry. I wish my growth happened faster. I really want to underline that I’m extremely committed to getting it right and continuing growing.” Her sincere reflections highlight the complexities of leadership and the importance of continuous improvement.