In one bizarre allegation, an employee claimed to the newspaper that Djerf designated a toilet in the office for the use of just herself and her “favourite” employees, putting a sign on the door reading “please do not use!” in English. When the sign fell down, the newspaper alleges, an employee was made to scrub the toilet because it had been used by an unapproved person.
Djerf herself and Pernilla Bonny, a spokesperson for the company, responded to the allegations in detail, including the toilet claim. When asked if it was “reasonable” that an employee who was not a cleaner should have had to scrub the toilet, Bonny said “obviously” it was not and they would work to rectify the situation. Bonny defended the right of Djerf to have her own toilet in order to “stay healthy” but said the use of it by “favourites” would end.
Others accused Djerf of swearing and acting condescending to her employees, creating an environment full of “terror” in which employees regularly broke down in tears.
“I have never been so afraid of a person in my entire life,” said one, according to a rough translation.
Another recounted an alleged instance where Djerf saw photographs of a plus-size model and claimed she didn’t want to use them because the woman looked “so fat.” In response to claims that the company’s stated values of inclusivity didn’t match reality, Bonny told the paper that “if there are employees who feel that we do not live up to our values, it is obviously something we have to work even harder on.”
In her own statement, Djerf said she doesn’t recognise herself in some of the allegations made but apologised to any employee who felt mistreated.
“I take the criticism that has come forward very seriously and want to be clear that a safe and respectful work environment is crucial for me, both as a person and as the founder of Djerf Avenue,” she said, according to a rough translation. “If any staff member has felt mistreated or ill-equipped in their role due to my actions, that is something I am truly sorry for and apologize for. It was never my intention to contribute to a work environment that negatively affects anyone and I am sorry that there are employees who have had such experiences.”
What does the internet think?
Fans are understandably pissed. On both Djerf’s personal social media accounts and ones for the brand, people are leaving comments in both English and Swedish about how disappointed they were to hear the allegations.
In a follow-up story, a reporter for Aftonbladet said that many followers were saying they would boycott the brand over her alleged behaviour.
However, another Swedish woman founder, Cecilia Blankens, weighed in to defend Djerf, saying that a male CEO wouldn’t face the same scrutiny, according to the paper.
Am I going to care about or remember this in two weeks?
It’s hard to say whether the allegations will be a but blip in Djerf’s career and reputation, or if it will have an impact on her brand. But no matter what, you’re probably going to remember the toilet thing, because…come on.
This feature originally appeared on GLAMOUR US.
