Djerf Avenue, a Swedish clothing brand founded by social media influencer Matilda Djerf, faces allegations of workplace bullying and body-shaming following an investigation by Swedish news outlet Aftonbladet. 

The brand, which reported approximately $35 million in revenue last year, is confronting claims from 11 current and former employees who describe workplace mistreatment.

The investigation reveals allegations that employees were belittled, called names, and yelled at in the workplace. Some models were reportedly told they didn’t properly fill out clothing items, while others were labeled as overweight, according to the Aftonbladet report.

These claims contrast with Djerf Avenue’s public messaging, which promotes inclusivity and diverse model representation. The brand, launched in 2019, has built its reputation on size inclusivity and recently demonstrated its market appeal with a successful 10-day London pop-up shop that attracted three-hour queues.

Djerf, 27, who was recognized on Forbes’ 30 Under 30 list in 2023 for her work in retail and e-commerce, has issued a statement acknowledging the allegations. “If any team member has felt mistreated in their role because of my actions, I am deeply sorry,” she states, noting that she doesn’t recognize herself in all the claims.

In response to the allegations, COO Pernilla Bonny announced that Djerf Avenue had implemented several workplace improvements. These include monthly anonymous employee surveys, an independent whistleblower function, management team strengthening, and an external workplace assessment conducted by a psychologist.

The revelations have prompted customer responses, with some announcing plans to return merchandise and withdraw support from the brand until they see evidence of structural changes in the company’s workplace culture.