This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media. More from the series →
One of today’s most prominent “it” girls, Matilda Djerf began posting her travel journeys for family and friends in 2016. Within two years, she had a big enough following that she was able to make social media a career. As Djerf’s love of fashion and photography come through in her posts, the launch of the clothing brand Djerf Avenue in 2019 read as authentic and has been well-received by fans and followers. Djerf Avenue makes blazers, jeans, accessories and swimwear, among other styles. The Sweden-based brand focuses on ethically producing vintage-inspired basics.
Why did you decide to bring a brand into this crowded marketplace?
Before starting my own brand I did many modeling jobs and was brought into the fashion industry and quickly realized I did not believe in how things were run. What customers saw on the website was not what they got when they ordered the item. Clothing was clipped in, photos were retouched, proper information was not written out. I wanted to create a brand that did the opposite, what you see is what you get. With that in mind and the fact that I had a hard time finding timeless items that prioritized comfort and longevity I felt it was the right time for me to create a brand that felt like a safe space for customers. We create garments with a timeless design that will never go out of style, in high-quality fabrics that are durable and easily maintained, and as kind as possible to our planet.
What makes the brand different?
What you see is what you get! We are a very customer-focused brand and have built a strong community with our customers that we value so much. We are so proud of our customers that have been our models since day one, on our website and social media platforms. We never retouch photos, if a cotton shirt is wrinkled, that’s ok. Items are meant to be lived in and worn. Djerf Avenue items are meant to be mixed and matched with items you have in your wardrobe already and for us it’s a priority that items we release today can be styled and worn with items we have released previously.
We were sitting at Flake cafe on Rose Avenue in Venice when we came up with the name, Djerf Avenue. Our vision is that when you go to our website or our social media pages you enter our Avenue, our world.
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