Swedish clothing brand Djerf Avenue is under fire after accusations of bullying and body-shaming surfaced from employees. Founder Matilda Djerf, who expressed remorse for any mistreatment, is seeing fans like Sumi Mrkulic and Giulia Carrozzo withdraw their support, citing a betrayal of the brand’s body-positive messaging. Djerf Avenue, which generates significant revenue and has a reputation for size inclusivity, is grappling with the impact of these allegations on its brand image and values.