Djerf Avenue, the brand founded by influencer and entrepreneur Matilda Djerf, has carved out a significant niche in the world of minimalist, timeless fashion. With a loyal following and an aspirational Scandinavian aesthetic, the brand has positioned itself as not just a clothing company but a lifestyle. However, recent controversies surrounding sustainability claims and employee wellbeing have brought its ethical practices into question.
Djerf Avenue presents itself as a brand deeply rooted in conscious choices. It touts small batch production, slow fashion principles, and materials such as organic cotton and recycled fabrics as part of its sustainability credentials. On its website, transparency is emphasised, with clear statements about material sourcing and a commitment to reduce waste.
However, the conversation around sustainability often requires more than surface-level transparency. Critics argue that while Djerf Avenue’s use of certain sustainable fabrics is a step forward, there are gaps when it comes to comprehensive environmental accountability. The lack of third-party certifications, clear carbon footprint data, and long-term strategies to scale sustainable production leave some questions unanswered.
This raises a recurring issue in the fashion industry: Is ‘sustainability’ more of a marketing tool than a measurable outcome? Djerf Avenue may not engage in fast fashion practices, but achieving true sustainability requires an ongoing, accountable effort, especially for a brand with such influence.
The latest wave of drama, however, shifts the focus from materials to people. Former employees have spoken out, sharing concerns about workplace culture and employee treatment within Djerf Avenue. Allegations include a lack of adequate support, unclear communication, and an environment that contradicts the brand’s public ethos of kindness and inclusivity.
As a brand that champions positivity and community, the reports of workplace dissatisfaction have sparked backlash. Supporters and critics alike have questioned whether Djerf Avenue’s internal values align with the image they project externally. In fashion, as in any industry, sustainability isn’t just about products—it’s about people. A genuinely ethical brand must prioritise the wellbeing of its workforce, from factory workers to office staff.
Matilda Djerf’s personal influence complicates the conversation. As both the face of the brand and a content creator with millions of followers, the criticism of Djerf Avenue feels inherently personal to some fans. Supporters argue that the brand has been unfairly targeted, while detractors point to the gap between curated aesthetics and real-world accountability.
It’s a reminder that influencer-founded brands walk a fine line: their reputations are inextricably tied to their leaders. When those leaders promote values of empowerment, mindfulness, and transparency, their brands are held to higher standards.
For Djerf Avenue to rebuild trust and solidify its place as a leader in ethical fashion, it must address both its sustainability efforts and employee wellbeing with tangible actions:
Enhanced Sustainability Proof
Introduce third-party audits, certifications (like GOTS or Fair Wear), and more robust transparency regarding supply chains and environmental impact.
Focus on Employee Care
Prioritise staff wellbeing by fostering better workplace communication, support systems, and a positive work culture that matches its public messaging.
Accountability and Communication
Open, honest communication about challenges and plans for improvement will go a long way in restoring credibility. Hiring a PR person to handle all of the above, who is empathetic, knows the ins and outs of sustainble fashion would be a great first step for Matilda.
Beside all that, it’s important to remember there is people within the brands and although Matilda might’ve misstepped, there is always room for change. Finding a mentor, or practicing mindfulness with a coach, or counsellor can only be recommended.
Djerf Avenue has successfully tapped into a growing market of consumers who care about style, simplicity, and sustainability. But as this drama unfolds, it serves as a critical lesson for all fashion brands: True sustainability and ethics require transparency, accountability, and care for every person involved in the process.
For Djerf Avenue, the opportunity to step up and lead with action—not just aesthetics—is now. Whether they seize it will determine if the brand is as timeless as its designs aspire to be.
A Curated Lifestyle Magazine Focused on Art, Creativity, Fashion, Books, Interiors, Mindfulness, Travel & Sustainability.
