Matilda Djerf Issues Apology Following Employee Allegations
Swedish fashion influencer Matilda Djerf has issued a public apology after serious allegations emerged from past and current employees regarding her management practices at Djerf Avenue, a clothing brand she co-founded with her boyfriend, Rasmus Johansson, in 2019.
In a lengthy message to her three million followers on Instagram, Djerf expressed her regret, 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. I wasn’t ready.’
The allegations primarily revolve around accusations of a toxic work environment, where employees described experiences of being publicly belittled and faced with unreasonable demands, such as having to clean toilets. Some employees claimed they experienced panic attacks due to what they described as a ‘culture of psychological terror.’
Djerf, who made the Forbes 30 Under 30 list in 2023, admitted to her shortcomings, further saying, ‘I had never led a team prior to this, I had never built a company prior to this, and under a lot of stress, high tempo, and naivety, I failed to be the leader and colleague I wish to be.’
Despite her apology, she did not directly address the claims about making fatphobic remarks about models or maintaining an unhealthy work culture. In her response, Djerf mentioned her commitment to improving the work environment at Djerf Avenue by hiring a more experienced management team and implementing monthly anonymous surveys to gather employee feedback.
As the controversy unfolds, responses to her apology have been mixed, with many former fans expressing disappointment. One former employee recalled a specific incident where Djerf allegedly refused to display clothes because she felt they made her look ‘fat.’
In response to the backlash, Djerf thanked those who had engaged in ‘honest and transparent conversations’ with her and affirmed her desire to create a safe and inclusive workspace for all employees at Djerf Avenue.
