Staff Allege Being Forced to Clean Personal Toilet and Subjected to Psychological Abuse
Matilda Djerf, the Swedish influencer and founder of the fashion brand Djerf Avenue, has been accused of fostering a toxic work environment described as “psychological terror” by former employees. Djerf, who is a Forbes 30 Under 30 honouree, is alleged to have yelled at staff, made fatphobic remarks, and forced one worker to scrub her personal toilet as part of a pattern of mistreatment.
Several employees claim that despite Djerf Avenue’s inclusive branding, they were exploited for content on social media, and Djerf displayed condescending behaviour while enforcing a social hierarchy through preferential treatment. Reports suggest that access to her private bathroom was part of this unequal treatment.
One anonymous source told Aftonbladet that Djerf would lose her temper over minor issues, including unheated meals, seating choices, or unclean areas. “She could yell at someone if there was no coffee, if they were sitting in the wrong seat, if her food hadn’t been heated up,” they said. Another employee reportedly shared that “every day there was psychological terror in that office,” with workers struggling to eat, sleep, or cope without psychological support.
In one instance, employees were allegedly lined up and criticised for their performance to the point that one worker broke down and requested to resign.
Although Djerf has denied the accusations, stating to The Independent, “I do not recognise myself in these claims,” she expressed remorse for any distress caused. “I take responsibility and see this as an opportunity to reflect, develop, and contribute to a better culture for all employees at Djerf Avenue. I will actively work on my leadership, including continuing to seek support from a coach,” she added.
The accusations have sparked widespread discussion about workplace culture and the responsibility of leaders to foster safe, supportive environments for their staff.
