Matilda Djerf is an influencer and entrepreneur. She runs an Instagram account with three million followers and is a big profile both in Sweden and the USA.
Since 2019, Matilda has been together with her boyfriend Rasmus Johansson, created and built up the brand Djerf Avenue, which primarily sells clothes.
Employees testify to psychological terror on Djerf Avenue
Now employees at Djerf Avenue are testifying about terrible working conditions and a degrading work environment, which Aftonbladet was the first to report on.
– Every day there is psychological terror in that office. It is the absolute worst workplace I have ever been to, says “Anna”, a former employee of Aftonbladet.
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Matilda Djerf among the 30 most powerful entrepreneurs
According to Forbes magazine, Matilda is one of the 30 most powerful young entrepreneurs in Europe and her company has a turnover of hundreds of millions of kroner.
But according to the employees, the working climate is not at all good at the viral clothing brand Djerf Avenue. Another employee tells Aftonbladet how there was bullying on a daily basis at the company and the work environment was bordered by both fear and psychological pressure.
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The staff at Djerf Avenue are scared
Another employee tells Aftonbladet that she felt constant fear at work, because she never knew if she would be scolded in front of everyone or not.
According to the employees, it is Matilda Djerf’s mood that determines how the day will be for the employees.
– People feel terribly bad. I have never seen so many people so broken down. It finally became commonplace to think about how many people cried yesterday? How many will cry today? Will I cry myself today?, says “Anna”. the newspaper.
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Employees: Had to scrub the toilet
More employees tell The evening paper that they had both sleep problems and anxiety due to the situation at work and several have had crying spells and sleep problems.
An employee also tells how the employees were forced to scrub the toilet because it was “used by the wrong person”. Matilda did not want to go to the same toilet as the other employees.
Matilda is also said to have said that a plus size model “looks so damn fat”.
READ MORE: Chaos when Matilda Djerf opens a pop-up shop in New York
Matilda Djerf on the criticism of Djerf Avenue
In another email The evening paper Djerf Avenue has responded to the criticism. They believe that they are aware of the problems and have taken measures to have a better working environment.
Matilda herself writes to the newspaper that she is sorry if anyone felt badly treated.
– If any employee has felt mistreated or felt bad in their role because of my actions, that is something I am truly sorry for and apologize for.