My Favourite Brand
Djerf Avenue
Djerf Avenue is a Swedish brand founded by influencer, Matilda Djerf in 2019. With over 3 million followers, it is essential that her brand shares the same values she addresses on her platform. The brand itself is focused on creating ‘non-seasonal, ready to wear’ garments, which allow them to not only prioritise creating both ethical and timeless items of clothing, but also resist feeding into the damaging, everchanging nature of the trend cycle. As a brand centred around ethical production, their garments are manufactured in Portugal, Sweden, and Italy, with Matilda herself carefully identifying and selecting each factory, enabling them to ensure high quality in all products, as well as following European laws and policies regarding labour. On their website they are extremely transparent about their core values and the actions they take in their ‘pursuit of sustainability’, which is something that allows their customers to better understand the role they play within the fashion industry when purchasing a garment.
The style of the brand is described as ‘chic’ and ‘laid-back’, with Matilda able to take creative reign, and incorporate her own individual style into her brand, fuelled by her love of vintage and basics. The brand creates garments that become staples in any timeless wardrobe, as well as ensuring they are made to last. Djerf Avenue is the perfect brand due to their ability to take a simple item of clothing, transform and then elevate it into something much more than what meets the eye; the intricacies and features that allow each item to have that perfect fit, and the quality of each garment are what set it apart from its competitors. The timeless nature of each item is purposefully designed with the intention of being able to be styled and worn with previous items, with many garments from their first collection still being available on their website today.
At the very centre of their brand they focus on inclusivity, a value becoming ever more important within the modern world around us. They never edit or retouch photos on their social media or website, demonstrating the beauty of the natural world, and reflecting how the imperfections we see in ourselves are normal and perfect. They also use models from all backgrounds, with sizes ranging from XXS to XXL, subverting the harmful ideals and values the fashion industry has been known to force on the impressionable youth.