Swedish influencer and co-founder of the popular fashion brand Djerf Avenue, Matilda Djerf, has finally spoken out after being accused of creating a climate of "psychological terror" in her workplace. The 27-year-old, who was recently named to Forbes' 30 Under 30 list, addressed the allegations with a heartfelt apology and a commitment to personal and professional growth.
Toxic Behavior Allegations
Within the past week, former Djerf Avenue employees have spoken up about their time working under Djerf. According to Aftonbladet, staff alleged being often subjected to verbal abuse, including one who claimed she was made to scrub Djerf's personal toilet. Some employees also reported experiencing fatphobic comments and an environment that left them feeling anxious, terrified, and physically unwell, with some mentioning "crying every day" and even suffering from "panic attacks" and "hyperventilating."
Djerf's Apology and Reflection
On December 17, Djerf took to Instagram to address the accusations publicly, apologizing for her actions and reflecting on her shortcomings as a leader. She admitted she was unprepared for her company's rapid success and had never led a team or built a business before Djerf Avenue.
"When I started Djerf Avenue, I never could imagine that the company would be what it is today … I wasn't ready," Djerf shared in her post. "I had never led a team prior to this, I had never built a company prior to this, and under a lot of stress, high tempo and naivety, I failed to be the leader and colleague I wish to be. And for that, I am so, so sorry."
Despite the challenges, Djerf said she was committed to learning from her mistakes and growing as a leader. "I'm extremely committed to getting it right and to continuing growing," she said. "I want to focus all my energy on becoming the best leader and colleague I can be. I'll keep learning and working to ensure Djerf Avenue is a safe, inclusive space for everyone."
Commitment to Change
Djerf Avenue, founded in 2019, is known for its minimalist Scandinavian designs and has grown rapidly since its launch. However, the company has recently been thrust into the spotlight due to these troubling allegations of workplace mistreatment.
While the allegations from the former employees are serious, Djerf's response shows a commitment to change. She promised to foster accountability, personal growth, and a positive and inclusive work environment at Djerf Avenue going forward.
While all this unfolds, many have their eyes on how Djerf Avenue will take shape from the hands of its own founder and whether the company would work through these setbacks and thrive on solid, continued grounds.
Final Thoughts
In so doing, the situation surrounding Djerf Avenue and Matilda Djerf serves in reminding us of the essentials to be considered in leadership accountability and mental health at workplace contexts. While the accusations hurt immensely, Djerf's being 'reflective' and sorry presents a realization of change towards betterment. Only time will tell if her intent for growth will translate to real and lasting improvements to her team and brand.
What do you think of Matilda Djerf's apology? Let us know in the comments below!