A Favourite Fashion Brand

Djerf Avenue

Recently, I have been interested in the Swedish brand, Djerf Avenue. The brand has a very specific and Scandinavian-style image which immediately drew Gen Z audiences, like me, in. With the brand being fairly new and founded in 2019, the most important reason as to why I love this brand is that they have a diverse approach and truly express the brands values of equality through representations of race, sexuality and disability. I strongly believe that Djerf Avenue subverts norms within the fashion industry by enforcing inclusivity which is clearly shown through their social media posts, website, and their recent fashion show whereby Matilda Djerf has upcycled already existing items and previous stock, further emphasising their views on sustainability. Matilda Djerf focuses on encouraging female power through her clothing and creates basic yet timeless pieces which reinforces the ethical side of the brand as they challenge high street brands and their quick trends as well as consider the consequences of fast fashion.

Although Djerf Avenue is not prestigious nor has a rich history such as Chanel or Prada, it continues to grow and cleverly uses online marketing and social media status to boost the brand and garner mass audiences. I admire how the brand is beginning to gain recognition and the gradual transition into creating a more interactive experience for customers by creating pop up shops, thus allowing loyal customers to physically support the brand.