Matilda Djerf responded to backlash over a recent report accusing her of fostering a toxic work environment at her company, Djerf Avenue.
The 27-year-old entrepreneur addressed the allegations in a lengthy Instagram post on Tuesday, less than one week after Swedish outlet Aftonbladet published their bombshell exposé.
“Over the past few days, I’ve kept quiet on social media,” she wrote atop a white screen.
“My highest priority has been to meet with the Djerf Avenue team and speak to them. I am fully aware that my words here are not an answer or a solution, but for me it’s important to write this directly to you.”
Djerf said she was “genuinely sorry” to anyone she has “hurt or let down” in light of the report, which featured testimony from 11 current and former employees.
“When I started Djerf Avenue I never expected that the company would be what it is today, with so many team members and so much responsibility. I wasn’t ready,” she wrote.
“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 along the way.”
The influencer, once again, reiterated how “sorry” she was for failing her team but insisted they are implementing changes moving forward.
“I wish my growth happened faster. I really want to underline that I’m extremely committed to getting it right and to continuing growing.”
“We are constantly working on improving and developing the internal business, everything from structures that need to be set in place to new initiatives,” she continued.
Djerf said she has already “made some important changes to improve the work culture” — such as hiring a “more experienced management team,” introducing “monthly anonymous surveys to collect feedback,” bringing in an “external organizational psychologist” and hiring additional HR professionals.
Moving forward, the young CEO said she is “committed” to “becoming the best leader and colleague” she can be.
“I’ll be learning and working to ensure Djerf Avenue is a safe, inclusive space for everyone,” she concluded. “I want to end by saying thank you to all of you who’ve had honest and transparent conversations with me over the past few days.”
Djerf did not address the validity of any of the allegations made against her, which range from bullying to body-shaming.
The social media star launched the Swedish fashion brand alongside her partner, Rasmus Johansson, in 2019, going from zero to $35 million in revenue in just four years.
The company is known for being centered around body inclusivity and diversity, built off ideals of “kindness, inspiration, and respect,” per the Djerf Avenue website.
However, current and former employees painted a drastically different picture, telling Aftonbladet that Djerf created a culture of “psychological terror.”
Workers told the outlet they were often left “crying” and “broken,” leaving them suffering from “panic attacks.”
The anonymous tipsters said Djerf’s mood impacted their day-to-day work and she would lash out at employees at random.
“I have never been so afraid of a person in my entire life,” an anonymous staffer told the publication. “She could scold one in front of the whole office.”
Others claimed the brand’s public values were all a sham, suggesting the founder body-shamed employees and models behind the scenes.
One staffer claimed Djerf made fat-phobic comments after seeing images of a plus-size model used in a campaign shoot.
“When the pictures were delivered, Matilda said they had to be redone because she looks so f—king fat in these clothes, so we can’t show it,” the employee recalled.
Djerf also allegedly had a specific toilet in her office reserved for a select few of her “favorite” colleagues.
The influencer posted a message on the door that read, “Please do not use!!!”
However, one day the sign fell and an unpermitted employee used the bathroom. The staffer was allegedly forced to scrub the toilet clean as a result.
“She doesn’t even want to go to the same toilet as us employees,” one woman said. “We are not fellow human beings or colleagues for her.”
Djerf Avenue COO Pernilla Bonny confirmed that Djerf had her own separate toilet but insisted it was just to ensure she “stays healthy.”
“Our office makes it possible to offer this solution without affecting other employees’ access to facilities,” she said.
Although Bonny noted that “it may be perceived as discriminatory,” she said they are working to ensure the situation is “handled clearly and correctly going forward.”
