Matilda Saga Albertina Djerf, co-founder of fashion brand Djerf Avenue, was accused of perpetuating a toxic workplace. The 27-year-old influencer was named in an exposé by Aftonbladet. The Swedish publication interviewed multiple current and former Djerf Avenue staff members, all of whom alleged bullying, favoritism and body-shaming from Matilda’s company. In response to the news, Djerf Avenue broke its silence in an announcement.
“That is ongoing work, and this 12 months, we’ve made some essential changes to enhance the work culture at Djerf Avenue,” an announcement from the brand read, obtained by The Cut. “Amongst other things, we’ve got hired a more experienced management team, we’ve got introduced monthly anonymous surveys to gather feedback and take motion, we’ve got also arrange an external organizational psychologist to access our workplace. We’re also within the strategy of bringing in an extra external HR skilled to support the organization.”
So, what did Matilda do? Discover what happened and see her response, below.
Who Is Matilda Djerf?
Matila is a Swedish influencer and businesswoman who co-founded Djerf Avenue together with her boyfriend, Rasmus Johansson. Johansson reportedly serves because the CEO of the brand.
What Did Matilda Djerf Do?
Multiple former and current employees of Matilda’s company depicted a toxic workplace in an exposé published by Aftonbladet. Some staffers claimed they lost sleep, suffered panic attacks and returned home crying from work some days, per Fast Company. One former staffer accused Matilda of “[yelling] at us” and “[calling] us names.” One other person claimed that Matilda can be indignant “if there was no coffee,” “if someone was sitting within the improper seat,” or “if her food hadn’t been heated up” for her. A separate person claimed that Matilda had her own personal toilet within the office, and when someone by accident used it, one other worker needed to “scrub the bathroom before Matilda could use it again.”
One accuser even told Aftonbladet that the workplace at Djerf Avenue was “psychological terror.”
How Much Is Djerf Avenue Price?
Djerf Avenue brought in around $35 million in revenue, in line with BBC.
What Did Matilda Say In regards to the Accusations?
Matilda stayed off of social media for several days to fulfill together with her team at Djerf Avenue, she claimed in a lengthy Instagram post on December 17, 2024.
“Over the past few days, I’ve been quiet on social media. My highest priority has been to fulfill with the Djerf Avenue team and speak to them,” Matilda explained. “I’m [fully] aware that my words here aren’t a solution or an answer, but for me it’s essential to write down this on to you. To anyone who I’ve hurt or let down, I would like to begin by saying that I’m genuinely sorry.”
Manila added that she had no prior experiencing leading a team like this and pointed to a “lot of stress” in her note.
“After I began Djerf Avenue, I never expected that the corporate can be what it’s today, with so many team members and a lot responsibility,” Matilda admitted, before acknowledging, “I wasn’t ready. I had never led a team prior to this, I had never built an organization, and under. Lot of stress, high tempo, and naivety I did not be the leader and colleague I want to be along the way in which [sic]. And for that I’m so, so sorry. I wish my growth happened faster. I really need to underline that I’m extremely committed to getting it right and continuing growing.”
