The Rise and Fall of Djerf Avenue: A Closer Look at the Controversy and Backlash

The rise of influencer culture in the 2020s has brought about a new wave of scrutiny and controversy for brands looking to make a mark in the industry. Swedish influencer Matilda Djerf and her brand Djerf Avenue were once riding high on the success train, raking in millions in revenue each year. However, recent accusations of targeting small influencers and producing duplicates of pre-existing items have put the brand in hot water.

Fans have taken to TikTok to call out Djerf Avenue for allegedly reporting videos of micro-influencers showcasing similar products to those sold by the brand, resulting in their accounts being restricted or videos taken down. The controversy has sparked a debate among followers, with some pointing out the hypocrisy of Djerf Avenue’s actions given the brand’s own history of producing items inspired by other brands.

In response to the backlash, Matilda Djerf deactivated her TikTok account and Djerf Avenue released a statement explaining their position on the matter. However, questions about the brand’s transparency and ethical production practices have also come to light, with critics pointing out the lack of policies relating to garment workers on the Djerf Avenue website.

This controversy serves as a cautionary tale for other influencer-owned brands, highlighting the potential consequences of claiming ownership over established styles and engaging in questionable practices. As the cancel culture of today and the hyper-aware consumer culture continue to grow, it remains to be seen whether Matilda Djerf and Djerf Avenue can recover from the fallout and regain the trust and admiration of their followers.