Matilda Djerf’s clothing brand, Djerf Avenue, is under fire following accusations of a toxic workplace culture, including bullying and body-shaming. An investigation revealed testimonies from current and former employees, sparking disappointment among fans and customers. Djerf has expressed regret for anyone feeling mistreated, but loyal customers, like 22-year-old Sumi Mrkulic, have vowed to boycott the brand, calling the alleged actions a betrayal of its inclusive image. The controversy threatens Djerf Avenue’s reputation, which has been built on the principles of body positivity and empowerment.