My favourite brand: ‘Djerf Avenue’

Djerf Avenue is a family run business which gained popularity swiftly after its launch in 2019. This is largely due to Matilda Djerf, a Swedish influencer who’s signature style of comfortable and chic streetwear was made accessible to her followers through the brand. For example, a piece often seen on Matilda Djerfs’ instagram long before she launched her brand was a multi coloured headband (See Fig 1). Due to the popularity of this piece, Matilda added a slightly altered version of the headband to her first online collection (See Fig 2). Thus Djerf Avenue is clearly a carefully curated collection of timeless pieces true to Matilda Djerfs’ personal style, bringing comfort and convenience to her followers rather than an attempt for her to simply capitalise off her reputation.

“For us, sustainability is the number one aspect to have in mind when working with fashion and garment production”

(About Us – DjerfAvenue.com)

Each piece is made ethically in either Sweden or Portugal, Portugal being chosen for its high quality craftsmanship and tight laws regarding fair labor laws and good working conditions. The sustainable focus of Djerf Avenue makes its particularly appealing to many people, including me. As we as a society are being made more aware of the repercussions of fast fashion, more thought is going into what we buy. Hence, sustainable brands are becoming more popular and achieving hight levels of growth in sales. The launch of this brand also comes at a time where timeless pieces with a long product lifecycle are favoured by many consumers due many countries facing recession, and the threat of global recession.