Matilda Djerf, the founder of the Swedish fashion brand Djerf Avenue, has responded to serious allegations of fostering a toxic work environment after multiple former employees accused her of mistreatment, favoritism, and emotional distress within the company.
Djerf, named to Forbes’ 30 Under 30 list in 2023, addressed these accusations in a statement to Swedish press outlet Aftonbladet.
"I take the criticism that has come forward very seriously and want to be clear that a safe and respectful work environment is crucial for me, both as a person and as the founder of Djerf Avenue," Djerf said in her statement. "If any staff member has felt mistreated or ill-equipped in their role due to my actions, that is something I am truly sorry for and apologise for. It was never my intention to contribute to a work environment that negatively affects anyone and I am sorry that there are employees who have had such experiences."
Djerf added, "However, I do not recognise myself in all the claims that have been made and choose not to comment on individual cases. However, I think it is valuable that this is highlighted, as it gives both me and Djerf Avenue the opportunity to develop and become better."
While Djerf acknowledged the criticism, former employees have painted a darker picture of life at Djerf Avenue. "The company's outward image is nothing like the reality of working here - it's the exact opposite," one former employee told Aftonbladet. Several others described a workplace where they were regularly belittled, with one recalling that Djerf would sometimes "line up employees and yell at them" over their performance. "People feel terribly bad. I've never seen so many people so broken," said another. "It finally became everyday life: How many people will cry today? How many cried yesterday? Will I cry today?"
Some employees spoke of the emotional toll of working at Djerf Avenue, with one describing how they "never experienced a panic attack before the job at Djerf Avenue" but found themselves shaking after Djerf yelled at them. "I was scared of Matilda. I didn't like it when she was in the room," they added.
The allegations also included claims of favoritism, with some employees stating that Djerf had a private bathroom at the office. "She doesn’t even want to go to the same toilet as us," said one employee, adding, "We are not fellow human beings or colleagues to her."
Pernilla Bonny, the Chief Operating Officer of Djerf Avenue, acknowledged that the company is aware of the concerns raised by staff. "We are aware that there are areas that need to be developed, including our leadership," Bonny said. She confirmed that Djerf Avenue runs monthly anonymous employee surveys, which have provided valuable insights leading to "concrete improvement measures."
Regarding the private bathroom issue, Bonny explained that the facility was put in place to help Djerf stay healthy and did not interfere with other employees’ access to facilities. "We want to be clear that such a situation should never occur," Bonny emphasized.
In her response, Djerf committed to working on improving the company’s internal culture. "I take my responsibility and see this as an opportunity to reflect, develop, and contribute to a better culture for all employees at Djerf Avenue," she said. "I will work actively with my leadership and, among other things, continue to receive support from a coach."
As Djerf Avenue works through these challenging allegations, how the company responds moving forward will be key to shaping its future workplace culture and brand image.
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