Influencer
Swedish It Girl Matilda Djerf Takes Over NYC With Haircare Empire’s Pop-Up Salon
Swedish social media influencer Matilda Djerf brings her clothing, home, and newly launched beauty brand Djerf Avenue to New York for a one-week pop-up experience. The temporary retail space, located at 21 Greene Street in SoHo, opens its doors today and will remain open through April 2 from 10 a.m. to 6 p.m. ET daily.
This marks Djerf Avenue’s second New York pop-up following a successful four-day stint in SoHo last summer. The new location offers a larger footprint than its predecessor, featuring expanded shopping areas to browse the brand’s apparel and home goods offerings. Additionally, the space includes a full salon setup with Dyson appliances where visitors can experience Djerf Avenue’s newly released hair care line.
“I wanted people to feel like they’re coming home to us,” Djerf has told WWD regarding the pop-up’s aesthetic, which recreates the Scandinavian minimalist decor from her Stockholm residence through plush velvet furnishings and stainless steel accents.
The Swedish influencer founded her eponymous fashion label Djerf Avenue in 2019. Since then, the company has expanded into homeware and most recently haircare with the debut of two styling products – the On the Go Styling Gel ($22) and Breezy Styling Mist ($27). Both hair care items are vegan, paraben-free, and packaged in recyclable materials.
“What links everything together is just the passion and authenticity, whether it’s apparel or beauty or homeware,” Djerf explains. “If it feels purposeful and true to us, we can usually make it work.”
The haircare launch marks a natural progression for the influencer, whose signature tresses have generated viral interest and millions of views under the “Matilda Djerf hair” search on TikTok. Djerf frequently showcases and praises the Dyson AirWrap, one of the tools available for use at the pop-up salon.
Beyond product showcases, Djerf Avenue aims to create an enhanced consumer experience at the new pop-up through custom dressing room buildouts after last year’s event saw nearly 1,000 daily visitors with lines exceeding three-hour wait times, according to the influencer’s team.
“I really wanted it to feel more permanent,” Djerf has stated regarding the temporary space’s upscale finishes and amenities.
While there are no plans for a permanent brick-and-mortar retail location yet, the brand remains open to the possibility as pop-up initiatives continue. “With every pop-up that we do, we realize more and more that we love the aspects of having a physical store,” the influencer points out.
Djerf Avenue prides itself on the values of inclusivity and sustainability, casting a diverse array of models and prioritizing ethical production across all product categories. As the brand expands its reach, these core principles remain unwavering.
