Founded by Matilda Djerf, Swedish fashion brand Djerf Avenue is challenging industry norms with its inclusive approach and commitment to sustainability. With a carefully curated collection of timeless pieces, Djerf Avenue has captured the hearts of fashion enthusiasts and fostered a vibrant community of like-minded individuals.
Djerf Avenue was born out of Matilda Djerf’s personal journey as a model, where she witnessed firsthand the excessive editing and unrealistic standards prevalent in the fashion industry. Determined to create a brand that celebrated individuality and authenticity, Matilda embarked on a mission to redefine the concept of a wardrobe. Djerf Avenue was not about filling a market gap; it was about creating a brand that reflected Matilda’s own style and values. The brand’s core collection emerged as a manifestation of Matilda’s vision – a collection of forever pieces that could be combined in countless ways.
Djerf Avenue’s Approach To A Curated Capsule Wardrobe
At the heart of Djerf Avenue lies a carefully curated capsule wardrobe. The brand’s focus is not on releasing seasonal collections filled with disposable pieces, but on creating timeless garments that transcend trends. With a minimalist aesthetic and attention to detail, each piece in the collection is designed to stand the test of time. From versatile pants and tops to elegant dresses and blazers, Djerf Avenue offers a range of wardrobe staples that can be effortlessly mixed and matched.
The Power of Community and Authenticity
Djerf Avenue’s success can be attributed in large part to its passionate and dedicated community. Through platforms like TikTok, the brand has garnered millions of views and created a buzz around its products. What sets Djerf Avenue apart is its commitment to authenticity. The brand does not believe in editing bodies, pimples, or clothing. The photos featured on their social media and website are raw and unretouched, showcasing real people and real clothes. This genuine approach has resonated with customers, who see themselves reflected in the brand’s visuals and messaging.
Sustainable Values at the Core
While Djerf Avenue does not label itself as a sustainable brand, it holds sustainability as a core value. The brand acknowledges that true sustainability is a nuanced and multi-faceted issue that goes beyond material choices and production methods. Djerf Avenue aims to educate its customers on the importance of caring for their clothes and making them last. Simple actions like properly washing and hanging garments can significantly extend their lifespan. Additionally, the brand embraces upcycling and repurposing by transforming returned garments into new designs, minimizing waste.
Transparency in Ethical Production
Ethical production is a cornerstone of Djerf Avenue’s values. The brand exclusively partners with certified and audited factories in Portugal, Italy, and Sweden, ensuring fair labor practices and high-quality craftsmanship. Djerf Avenue believes in transparency and actively shares its supplier list on platforms like Open Supply Hub. By producing in Europe, the brand reduces its carbon footprint and supports local economies. Djerf Avenue’s commitment to ethical production extends to its choice of vegan materials and its dedication to the Fur Free Retailer program.
