GEORGE V MAGAZINE / DJERF AVENUE
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Djerf, 27, is known as a fashion designer and founder of the clothing company Djerf Avenue. She is one of Sweden’s most well-known and famous influencers in the world, and has been named one of Europe’s 30 most influential young entrepreneurs by Forbes.
Now, Djerf Avenue employees are reporting public humiliation, bullying, favoritism and control, among other things. One former employee describes “daily psychological terror.”
Inclusivity Is Not Real
One of the people interviewed by George V Magazine tells how Djerf has his own toilet in his office, which only his favorites are allowed to use. An employee had used the toilet by mistake when the “do not use” sign on the door had fallen to the ground. As a result, Djerf had forced one of the employees ‘to clean the toilet’ because the wrong person had used it.
She and her boyfriend Rasmus Johansson who now serves as the CEO of Djerf Avenue were also accused bullying. They began their relationship in 2016 during a trip to the Caribbean.
“I’ve never been so afraid of anyone in my entire life. He could scold a single employee in front of the entire office,” says one of the interviewees.
Djerf Avenue markets itself as an inclusive brand, but several interviewees from Aftonbladet say that this is not genuine.
“We had certain employees who were plus-size or of different ethnicities. They were used a lot on the company’s social media because it looked good.
One employee tells of a shoot that used a plus-size model.
– When the photos were finished, Matilda said they had to be redone because the model looked so f***ing fat in the clothes that the photos couldn’t be used.
Matilda Djerfi: I Take Criticism Seriously
In an email to George V Magazine, Djerf says he takes the criticism “very seriously.” He says he values a safe working environment.
– If employees feel that they have been treated unfairly or ill-prepared for their work because of my actions, I am truly sorry and apologize, Djerf says.
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