Matilda Djerf built Djerf Avenue by turning a recognizable personal style and a fast-growing social following into a consumer brand, then expanding from clothing into homeware, hair care and physical retail. The often-cited $34.5 million figure refers to Djerf Avenue as a business in 2022, as described by British GQ in 2023—not Djerf’s personal wealth, company profit or a current valuation.
What does the $34.5 million figure refer to?
British GQ’s May 2023 profile called Djerf Avenue a $34.5 million business in its account of the company’s 2022 growth. The figure is a dated description of the business; the article does not establish that it was a valuation, profit figure or Matilda Djerf’s net worth. British GQ’s profile is the source for that historical framing.
Later reporting uses a different, more specific measure. Fortune reported in September 2025 that Djerf Avenue made $36 million in sales in 2024. Glamour likewise reported $36 million in total sales across 103 countries for that year. Sales are not the same as profit, and these reports do not provide audited financial statements or a complete comparable annual series. The figures therefore show reported scale at different dates, not a precise year-by-year growth curve. (Fortune; Glamour)
How did Djerf turn an audience into a brand?
She made her personal aesthetic recognizable
Djerf Avenue grew out of Djerf’s social following and the audience’s familiarity with her style, according to British GQ and Fortune. The brand gave customers a way to buy into that aesthetic rather than only follow it online. Fortune describes the company as an influencer-native label launched in December 2019 and notes its use of casual, user-generated-style product imagery. That helps explain the intended connection between creator, product and customer; it does not establish that follower numbers alone caused sales.
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It sold an identifiable look through products
Apparel—including blazers, button-downs and pajamas—translated the look into wearable items, while bedding carried the brand into the home. Fortune’s 2025 coverage also cited a $115 cardigan at the time of publication; that is a reported price for one product, not a measure of average spending or current pricing. Fortune’s account describes the product range and the brand’s sales context.
It expanded into hair care
Djerf Avenue added beauty through hair styling and care products. ELLE reported that Breezy Styling Mist and On the Go Styling Gel debuted in March 2024. The brand also introduced Breezy Weightless and Essential Moisture collections, including shampoo, conditioner and hair masks. ELLE listed those latter products at $22 to $30 when its article was published in September 2024; prices and availability may have changed. ELLE’s product coverage documents the extension.
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What happened to sales after the 2022 figure?
The clearest later sales figure in the cited coverage is $36 million in 2024 sales, reported by Fortune and Glamour in September 2025. Business of Fashion reported in November 2025 that revenue was expected to decline slightly in 2025. Interim CEO Nanna Hedlund cited currency fluctuations and tariffs as headwinds, and said the impact on sales was not immediate. That was an outlook, not a final reported 2025 result. The distinct metrics and periods should not be treated as a verified, audited series. (Business of Fashion)
How did workplace allegations affect the company’s story?
In December 2024, the Associated Press reported on an Aftonbladet investigation citing 11 anonymous current and former workers who alleged public berating, bullying, favoritism and controlling behavior. These were allegations reported by Aftonbladet, not findings established by a court or regulator. Djerf apologized, saying she had not been ready to lead a team and had failed to be the leader and colleague she wished to be.
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AP also reported that Djerf Avenue said it had hired a more experienced management team, was working with an external organizational psychologist and was conducting monthly anonymous employee surveys. In a September 2025 interview, Glamour described Djerf and co-founder Rasmus Johansson bringing in interim CEO Nanna Hedlund in May 2025 and working on company culture and structures. Fashionista later reported that Hedlund stepped down from the interim CEO role in February 2026 and joined the board. These are reported company responses and leadership developments, not proof by themselves of the workplace’s present conditions. (AP; Glamour; Fashionista)
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Where does Djerf Avenue sell in person?
Fashionista reported in October 2026 that Djerf Avenue opened a permanent store at 25 Bond Street in New York’s SoHo neighborhood. The report also noted a 2025 Selfridges pop-up. A flagship opening shows a move into permanent physical retail; coverage of the opening does not establish the store’s sales or profitability. Fashionista’s report covers the location and leadership change.
What the business story shows—and what it does not
Djerf Avenue’s reported trajectory illustrates a creator-to-commerce path: an established audience recognizes a style, a brand packages that style into products, and the business broadens its categories and sales channels. The available reporting supports that sequence and documents substantial reported sales. It does not establish how much of the company Djerf owns, what it earns in profit, its current valuation, or a complete audited history of annual revenue. Those distinctions matter: a large sales figure is evidence of commercial scale, not a personal fortune or a measure of what remains after costs.
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