Djerf Avenue
Djerf Avenue AB is a Swedish fashion company that has made a significant impact in the industry with its brand, Djerf Avenue. Founded by Matilda Djerf, the brand was created out of a lifelong passion for style and a dream to own a clothing brand. The inception of Djerf Avenue can be traced back to a moment of inspiration at a café in Los Feliz, where the name of the brand was born from a play on words that resonated with both Matilda and her partner and co-founder, Rasmus.
The brand prides itself on being non-seasonal and ready-to-wear, offering timeless pieces that are designed to be long-lasting wardrobe staples. Djerf Avenue stands out for its commitment to ethical production and sustainability, producing exclusively in Europe, with factories in Portugal, Italy, and Sweden. The company ensures that all its partners are certified and audited to maintain ethical labor practices.
Djerf Avenue's approach to fashion is deeply rooted in authenticity and inclusivity. The brand never retouches photos of models or clothes, and most of its models are customers or employees, reflecting a genuine representation of its diverse clientele. The brand offers an extensive size range from XXS to 3XL and is continuously working to expand its offerings to accommodate more body types.
Sustainability is at the core of Djerf Avenue's operations. The brand is vegan and committed to the Fur Free Retailer program. It prioritizes natural, organic, regenerated, or recycled fibers in its materials and ingredients. The packaging for its beauty products includes 100% post-consumer recycled plastics and aluminum, and all trims and packaging are fully recyclable.
Djerf Avenue also takes a proactive approach to social responsibility. The company covers tailor or dry cleaning costs for faulty items to minimize returns and extend the lifespan of garments. Faulty and unsold items are never destroyed; instead, they are sold at a lower price on the Re-Sell platform or transformed into new designs. The brand minimizes waste by sourcing dead stock material and using leftover fabric for new products.
The company is actively involved in community and environmental initiatives. It has launched its own Re-Sell platform, participates in park clean-up activities, and makes charitable donations. The Djerf Avenue team also engages in local outreach, providing food, beverages, and clothing to those in need in Stockholm, and any spare clothing is donated to a women's shelter.
In summary, Djerf Avenue AB, through its brand Djerf Avenue, has established itself as a leader in sustainable and ethical fashion. With a focus on timeless design, inclusivity, and social responsibility, the company continues to inspire and embody the confident, chic, and laid-back individual on the go.