Ultimate It Girl and founder of Djerf Avenue has been called out by former employees who have come forward with serious allegations. The Swedish influencer and entrepreneur is facing accusations of bullying, creating , and engaging in discriminatory behaviour. Who is Matilda Djerf? Matilda Djerf is a 27-year-old Swedish influencer with a massive following of over 4.
5 million across TikTok and Instagram. She’s best known for her Scandi cool-girl aesthetic, minimalist corporate-core fashion, and . No seriously, I feel like she single handedly convinced an entire generation that they would look good with curtain bangs.
What is Djerf Avenue? Founded in 2019 by Matilda and her boyfriend , Djerf Avenue is a fashion line that sells clothing staples, hair products, and homewares. The brand really popped off during the COVID years, with hundreds of girlies rushing to order worn by Matilda herself and fighting to get their hands on the label’s signature yellow floral robe. Djerf Avenue has done pop-up stores in major cities like Stockholm, London, and New York and has even collabed with and .
Djerf Avenue reached $35 million in revenue in just four years. What are the accusations from Djerf Avenue employees? A scathing report by has revealed allegations from 11 former and current Djerf Avenue employees. The accusations paint a picture of a workplace rife with “psychological terror” and bullying.
One employee told , “The company’s outward image is nothing like the reality of.
