Matilda Djerf: ‘I wasn’t ready’ to lead company

In a video, exterior, Ms Djerf mentioned she was “genuinely so, so sorry to anybody I’ve let down and to anybody I’ve harm”.

In an accompanying written assertion, exterior she mentioned: “Once I began Djerf Avenue I by no means anticipated that the corporate can be what it’s as we speak, with so many group members and a lot accountability.

“I will continue to learn and dealing to make sure Djerf Avenue is a secure, inclusive house for everybody.”

Launched in 2019, Djerf Avenue quickly gained a following amongst younger ladies for wardrobe staples similar to oversize button-down shirts and trousers.

The model, which reported round $35m (£27.5m) in income final yr, is thought for its measurement inclusivity and numerous mannequin illustration.

But it surely has been going through outcry from clients after Aftonbladet reported claims of bullying and body-shaming, exterior. It mentioned that some fashions had been advised they didn’t fill out a pair of denims, whereas others had been known as fats.

Djerf Avenue not too long ago held its first 10-day pop-up store in London, which noticed queues forming as much as three hours earlier than the shop opened.

Journalism pupil Evie Summers, who attended the pop-up to jot down a report, mentioned the allegations towards Ms Djerf had been “extremely disappointing and discouraging to the younger, impressionable individuals who adore her”.