Fashion brand Matilda Djerf has faced backlash over claims of bullying

Swedish clothing brand Djerf Avenue is facing a backlash from fans after claims of bullying and shaming of its founder Matilda Djerf.

An investigation by a Swedish news agency Evening newspaper reported that 11 current and former employees described being humiliated, called names and yelled at in the workplace.

Ms Jerff, 27, told the BBC she was “deeply sorry” for anyone who felt they had been mistreated under her leadership.

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

Sumi, from London, said she was particularly concerned after Aftonbladet reported that some models were told they didn’t fill out a pair of jeans and others were called fat.

Jerff Avenue website promotes a world “filled with kindness, inspiration and respect” and the brand is known for its size inclusivity and diversity of styles.

Sumi told the BBC: “It makes all their efforts to be inclusive completely performative. I think it’s really spineless, actually.”

Influencer Matilda Jerf launched the brand in 2019 and it quickly became popular among young women. It said revenue last year was around $35m (£27.5m).

He recently held his first 10-day pop-up shop in London, with queues forming three hours before the store opened.

20-year-old Julia Karozza from Germany received the order from Jerf Avenue a day before the allegations. She said she would send it back in light of the report.

“Djerf Avenue has always marketed itself as a body-positive, inclusive and empowering brand, so to hear accusations of body shaming and a toxic work environment felt like a total betrayal of the values ​​they claim to stand for,” she said.

“I knew right away it wasn’t something I could support.”

Matilda Jerf, who began her online career in 2016, was recognized for her work in retail and e-commerce on the Forbes 30 under 30 list in 2023.

Julia said: “For me, supporting a brand led by a woman was like celebrating progress and boosting the spirit of women in business. However, these accusations… 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.”

In a statement, Matilda Jerf said: “If anyone in the team felt that they were mistreated in their role because of my actions, I am very sorry and want to offer a sincere apology.

“I do not recognize myself in all the claims that have been made and I have chosen not to comment on individual cases. However, I think it’s valuable that these issues are raised, as it gives both me and Jerff Avenue an opportunity to grow and improve.

“I want to emphasize that I take full responsibility and see this as a chance to reflect, grow and contribute to a better culture for everyone at Jerf Avenue.”

Djerf Avenue chief operating officer Pernilla Boni said the company is aware of workplace issues and has taken steps to address them.

These actions include conducting monthly anonymous employee surveys, implementing an independent whistleblower function, strengthening the management team and conducting an independent workplace evaluation with the participation of an external psychologist.