It has had pop-up stores in places like Stockholm, London, and New York. Djerf also frequently collaborates with other brands, such as a recent limited-edition lip treatment created with Hailey Bieber’s Rhode.
What’s the scandal?
A bombshell report in Sweden’s The evening paper has allegations from 11 former and current Djerf Avenue employees of mistreatment and bullying. The report and the accompanying video—which features the accusers telling their stories in shadow—are all in Swedish, but according to an online translation, Djerf has been accused of bullying, favoritism, creating a toxic work environment, being fatphobic, and more.
In one bizarre allegation, an employee claimed to the newspaper that Djerf designated a toilet in the office for the use of just herself and her “favorite” employees, putting a sign on the door reading “please do not use!” in English. When the sign fell down, the newspaper alleges, an employee was made to scrub the toilet because it had been used by an unapproved person.
Djerf herself and Pernilla Bonny, a spokesperson for the company, responded to the allegations in detail, including the toilet claim. When asked if it was “reasonable” that an employee who was not a cleaner should have had to scrub the toilet, Bonny said “obviously” it was not and they would work to rectify the situation. Bonny defended the right of Djerf to have her own toilet in order to “stay healthy” but said the use of it by “favorites” would end.
Others accused Djerf of swearing and acting condescending to her employees, creating an environment full of “terror” in which employees regularly broke down in tears.
“I have never been so afraid of a person in my entire life,” said one, according to a rough translation.
Another recounted an alleged instance where Djerf saw photographs of a plus-size model and claimed she didn’t want to use them because the woman looked “so fat.” In response to claims that the company’s stated values of inclusivity didn’t match reality, Bonny told the paper that “if there are employees who feel that we do not live up to our values, it is obviously something we have to work even harder on.”
In her own statement, Djerf said she doesn’t recognize herself in some of the allegations made but apologized to any employee who felt mistreated.
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