Djerf Avenue
Sweden
Djerf Avenue is a Swedish fashion and home brand founded in 2019 by influencer Matilda Djerf and Rasmus Johansson, who is chief executive. Built on Djerf's large social media following, it sells clothing, sleepwear and home textiles online to customers worldwide. It is known for its fruit prints and relaxed Scandinavian style.
| Founded | 2019 |
|---|---|
| Founders | Matilda Djerf, Rasmus Johansson |
| CEO | Rasmus Johansson |
| Headquarters | Stockholm, Sweden |
| Production | Italy, Portugal, Sweden |
| Website | djerfavenue.com |
What is Djerf Avenue?
Djerf Avenue is a Stockholm based brand selling womenswear, sleepwear, robes and home items such as bed linen. Its aesthetic reflects the relaxed Scandinavian style associated with its co-founder, and it is especially recognised for blueberry, strawberry and cherry prints.
History
The brand was co-founded in 2019 by Matilda Djerf, a Swedish content creator, and Rasmus Johansson, who serves as chief executive. The debut collection drew on Djerf's own wardrobe and sold out quickly. The business first ran from her parents' apartment before moving into office and warehouse space in Stockholm. In 2024, allegations were reported from eleven anonymous former employees about the workplace culture; Djerf apologised publicly and said she had not been ready to lead the company.
Products and positioning
Djerf Avenue is a mid-market brand whose positioning rests on design and community rather than discounting. Its range includes:
- Knitwear, shirts, trousers and dresses
- Robes and pyjamas
- Bed linen and home textiles
- Printed capsule collections
Garments are made in Italy, Portugal and Sweden, according to Wikipedia.
Business model and distribution
The brand sells almost entirely through its own e-commerce, with regional storefronts in markets such as Sweden, Norway, Denmark, Germany, France, the UK, Switzerland, the United States, Canada, Australia and New Zealand, and ships worldwide. Instead of permanent stores it has used pop-up events, including Los Angeles in 2022 and New York's SoHo in 2023. Wikipedia cites a valuation of 34.5 million dollars as of 2022.
Why it matters
Djerf Avenue is one of the most visible examples of a creator founded fashion brand scaling internationally through social media. It shows both the commercial strength of a personal audience and the reputational exposure that comes when brand and founder are closely linked.
Frequently asked questions
Who owns Djerf Avenue?
Djerf Avenue was co-founded in 2019 by Matilda Djerf and Rasmus Johansson, who is chief executive. Its ownership structure is not published in detail, and it is not part of a larger fashion group.
Where is Djerf Avenue made?
According to Wikipedia, Djerf Avenue garments are made in Italy, Portugal and Sweden. The company is based in Stockholm and ships worldwide through its online store.