Fashion brand Matilda Jerf is facing backlash over bullying allegations

Swedish clothing brand Djerf Avenue is facing fan backlash following bullying and defamation allegations against its founder Matilda Jerf.

Investigation conducted by the Swedish News Agency Al-Masaa newspaper He reported that 11 current and former employees described being belittled, insulted and yelled at in the workplace.

Jarf, 27, told the BBC that she was “deeply sorry” for anyone who felt mistreated under her leadership.

But customers, like 22-year-old Sumi Mrkulić, have vowed to “never buy anything or voice support again”.

Somi, from London, said she was particularly concerned after newspaper Aftonbladet reported that some models were told they didn't fill out their jeans, while others were described as fat.

Al Jurf Street Website Promoting a world “full of kindness, inspiration and respect,” the brand is known for its size inclusivity and diverse representation of models.

“It makes all their efforts completely comprehensive and fruitful,” Somi told the BBC. “And I actually find that really weak.”

Influencer Matilda Gerff launched the brand in 2019 and it quickly became popular with young women. It says it generated revenues of around $35m (£27.5m) last year.

It recently held its first 10-day pop-up store in London, which saw queues forming up to three hours before the store opened.

Julia Caruso, 20, from Germany, received an order from Algarve Street the day before the allegations came to light. She said she would resend it in light of the report.

“Djerf Avenue has always marketed itself as a positive, inclusive and empowering brand, so to hear allegations of body shaming and a toxic work environment was a complete betrayal of the values ​​they claim to uphold,” she said.

“I knew right away that this wasn't something I could support.”

Matilda Gerff, who began her online career in 2016, will be honored for her work in retail and e-commerce in the Forbes 30 Under 30 list in 2023.

“For me, supporting a woman-led brand was a celebration of the progress and elevation of women in business,” Julia said. “However, these claims… directly contradict those values.”

“I cannot justify supporting a brand that does not practice the values ​​it promotes. Until there is real accountability and change, I will not buy from them.”

“If any member of the team felt mistreated in their role because of my actions, I am deeply sorry, and I want to sincerely apologise,” Matilda Gerff said in a statement.

“I do not acknowledge myself in all the allegations that have been made, and I have chosen not to comment on individual cases. However, I believe it is useful to raise these concerns, because it gives me and Al Jurf Street the opportunity to grow and improve.

“I want to emphasize that I take full responsibility and see this as an opportunity to reflect, grow and contribute to a better culture for everyone on Al Jurf Street.”

Pernilla Boni, Chief Operating Officer at Djerf Avenue, said the company recognized the challenges in its workplace environment and took steps to address them.

These measures include conducting monthly anonymous employee surveys, implementing an independent whistleblowing function, strengthening the management team and carrying out an independent workplace assessment with an external psychologist.