Scandal on Djerf Avenue: accusations of a toxic work environment, Matilda Djerf reacts
18 december 2024 в 05:13
Albertina Djerf, co-founder of the fashion brand Djerf Avenue, has been accused of maintaining a toxic work environment. The 27-year-old influencer was named in an article in Aftonbladet. The Swedish publication conducted interviews with several current and former employees of Djerf Avenue, all of whom claimed that Matilda’s company engaged in bullying, favoritism, and body-shaming. In response to the news, Djerf Avenue broke its silence in a statement.
«This is an ongoing work, and this year we have made some important changes to improve the corporate culture at Djerf Avenue», - the brand’s statement, obtained by The Cut, read. «Among other things, we have hired a more experienced management team, introduced monthly anonymous surveys to collect feedback and take action, and engaged an external organizational psychologist to assess our workplace. We are also in the process of hiring an additional external HR specialist to support the organization».
So, what did Matilda do? Find out what happened and see her response below.
Matilda is a Swedish influencer and businesswoman who, along with her boyfriend Rasmus Johansson, founded Djerf Avenue. Johansson, reportedly, is the brand’s CEO.
Several former and current employees of Matilda’s company described a toxic work environment in an article published by Aftonbladet. Some employees claimed they lost sleep, experienced panic attacks, and went home to cry after work, according to Fast Company. One former employee accused Matilda of «[screaming] at us» and «[calling] us names». Another person claimed that Matilda was angry «if there was no coffee», - «if someone was sitting in the wrong place», - or «if her food was not heated». One individual claimed that Matilda had her own personal toilet in the office, and when someone accidentally used it, another employee had to «clean the toilet before Matilda could use it again».
One accuser even told Aftonbladet that the work environment at Djerf Avenue was «psychological terror».
According to the BBC, Djerf Avenue brought in about $ 35 million in revenue.
Matilda was absent from social media for several days to meet with her team at Djerf Avenue, as she claimed in a lengthy Instagram post on December 17, 2024.
«In the past few days, I have been silent on social media. My top priority was to meet with the Djerf Avenue team and talk to them», - Matilda explained. «I fully realize that my words here are not an answer or a solution, but it is important for me to write this directly to you. To everyone I have offended or let down, I want to start by sincerely apologizing».
Matilda added that she had no experience leading a team of this level and pointed to «a lot of stress» in her note.
«When I started Djerf Avenue, I never expected the company to become what it is today, with so many employees and such responsibility», - Matilda admitted, before acknowledging, «I was not ready. I had never led a team before this, I had never built a company, and under the influence of many stresses, a high pace, and naivety, I could not be the leader and colleague I wanted to be along the way [sic]. And for that, I am so, so sorry. I wanted my growth to happen faster. I really want to emphasize that I am extremely focused on making it work and continuing to grow»
«This is an ongoing work, and this year we have made some important changes to improve the corporate culture at Djerf Avenue», - the brand’s statement, obtained by The Cut, read. «Among other things, we have hired a more experienced management team, introduced monthly anonymous surveys to collect feedback and take action, and engaged an external organizational psychologist to assess our workplace. We are also in the process of hiring an additional external HR specialist to support the organization».
So, what did Matilda do? Find out what happened and see her response below.
Matilda is a Swedish influencer and businesswoman who, along with her boyfriend Rasmus Johansson, founded Djerf Avenue. Johansson, reportedly, is the brand’s CEO.
Several former and current employees of Matilda’s company described a toxic work environment in an article published by Aftonbladet. Some employees claimed they lost sleep, experienced panic attacks, and went home to cry after work, according to Fast Company. One former employee accused Matilda of «[screaming] at us» and «[calling] us names». Another person claimed that Matilda was angry «if there was no coffee», - «if someone was sitting in the wrong place», - or «if her food was not heated». One individual claimed that Matilda had her own personal toilet in the office, and when someone accidentally used it, another employee had to «clean the toilet before Matilda could use it again».
One accuser even told Aftonbladet that the work environment at Djerf Avenue was «psychological terror».
According to the BBC, Djerf Avenue brought in about $ 35 million in revenue.
Matilda was absent from social media for several days to meet with her team at Djerf Avenue, as she claimed in a lengthy Instagram post on December 17, 2024.
«In the past few days, I have been silent on social media. My top priority was to meet with the Djerf Avenue team and talk to them», - Matilda explained. «I fully realize that my words here are not an answer or a solution, but it is important for me to write this directly to you. To everyone I have offended or let down, I want to start by sincerely apologizing».
Matilda added that she had no experience leading a team of this level and pointed to «a lot of stress» in her note.
«When I started Djerf Avenue, I never expected the company to become what it is today, with so many employees and such responsibility», - Matilda admitted, before acknowledging, «I was not ready. I had never led a team before this, I had never built a company, and under the influence of many stresses, a high pace, and naivety, I could not be the leader and colleague I wanted to be along the way [sic]. And for that, I am so, so sorry. I wanted my growth to happen faster. I really want to emphasize that I am extremely focused on making it work and continuing to grow»
© Smirnova Olga
