Last Monday morning at 10:02, two minutes after Selfridges opened its doorways, Djerf Avenue’s ‘Angels’ flocked up the grand escalators to be the primary at the Swedish model’s new London pop-up and get their arms on its restricted version Christmas pyjamas, offered-out boxy blazers and extra. To my amazement, the winding racks had been nearly cleared after simply a number of minutes.
It was clear, a yr after its first pop-up in London, and a dose of controversy aimed at its founder influencer Matilda Djerf, the model is as in demand as ever.
Djerf, famend for her bountiful locks and Scandy fashion, discovered success on-line after sharing her aesthetic way of life in 2016. Several years later, in 2019, Djerf – alongside with her companion Rasmus Johansson – turned that aesthetic she turned famend for into a totally fledged style model that Brits are clamouring to get their arms on. This has, after all, been boosted by Djerf’s affect on social media, together with 2.7 million Instagram followers.
The model’s enchantment? Great high quality evergreen fundamentals crafted from sustainably sourced materials. But it is the outsized reduce blazers and relaxed denim that enchantment to Matilda’s experts. Her shoulder pads are a drive to be reckoned with.
Matilda Djerf at the Djerf Avenue Selfridges pop-up
With her household in tow, displaying their help, the effortlessly dressed mogul welcomed customers to its semi-everlasting retail hub. However, simply moments earlier than Selfridges opened its doorways, TheBusiness.style received a glimpse at behind the scenes, solely talking with Founder and CEO Matilda Djerf.
Djerf, who solely clothes in her personal-model or to-die-for classic finds, explains how the model has grown from a private fashion diary into a totally-fledged style label whereas staying rooted within the shut-knit neighborhood she constructed on-line.
“Djerf Avenue was born from conversations I had with my community in my DMs,” she mentioned. “From day one, our focus has been on creating a brand rooted in ethical production, size inclusivity, and offering everyday inspiration. That sense of closeness continues to guide everything we do.”
Where Djerf Avenue’s restricted version pyjamas as soon as stood
For Djerf Avenue, the frenzy at Selfridges parodies the best way the model was constructed: slowly. What started as styling recommendation and coronary heart-to-hearts about confidence, psychological well being and identification turned the foundations of a model that also treats these exchanges as technique. “We want to be like a big sister,” she explains, “someone who celebrates, supports and lifts the community up.”
The Selfridges pop-up marks Djerf Avenue’s fifth international pop-up, following profitable stops in New York, Stockholm, Los Angeles, and one in London final yr. As the model has scaled globally, that relationship hasn’t softened; if something, it’s intensified. Djerf says the expansion has strengthened her “commitment to showing up for our customers, not just in their wardrobes, but in their everyday lives and the big and small moments.”
That content material creator and follower trade is woven straight into the model’s DNA. “Ever since I started my Instagram, it’s been a space for meaningful, honest conversations,” she says. “Those intimate exchanges created a sense of walking through life together.”
It’s why items are designed with suggestions loops somewhat than pattern cycles, why materials are chosen with sustainability entrance-of-thoughts and why the model launched magnificence not due to demand, however as a result of Matilda herself couldn’t discover merchandise that met her personal requirements. “I wanted products with a clear purpose, beneficial ingredients and versatility,” she notes – the genesis of the now-cult styling mist that fuses warmth safety and versatile maintain. “If I couldn’t find what I needed, I’d create it.”
Ethics, she stresses, had been by no means a branding train. “Before we even started planning what items we would launch or how the website would look, we began by contacting factories, and we only reached out to partners in Portugal. For us, European production has always been the foundation. If we’re asking our community to invest in our pieces, we want that investment to reflect care. That means working with partners who share our values, prioritising fair working conditions, choosing high-quality materials, and being transparent about how our pieces are made”
Physical retail has develop into a brand new and highly effective extension of that relationship. While Djerf Avenue’s direct-to-client mannequin stays central. “We needed to understand our customers’ behaviour and be in charge of the online experience,” Matilda explains. “Now, six years in, we know customers want to see, feel and try on Djerf Avenue in real life. We want to continue giving them those opportunities.”
That introduced her again to London, the place final yr’s pop-up generated queue-worthy crowds. But this yr marks a brand new milestone – Djerf Avenue’s first partnership with a division retailer.
“We were so thrilled when Selfridges reached out. It felt like the perfect fit – a household name known for its curation, creativity and ability to create real moments for customers.” The timing, in the midst of the model’s Holiday season, felt serendipitous. As for a everlasting retailer in London sometime? “It would be a dream,” she hints.
Not solely is the model trying to increase its retail presence, it is also teasing class growth. “On the product side we are soon extending the Djerf Avenue beauty line and are continuing to evolve our bestselling loungewear category. We’re also working on some very exciting collaborations for next year.”
But because the model expands, Djerf measures success not by milestones however by moments. “It’s those meaningful conversations when meeting our community in real life,” she says. “Those moments mean the entire world to me.” Big achievements like Forbes 30 Under 30 had been surreal, she admits, “but nothing compares to connecting with the people who have helped shape this community.”
When requested the place she sees the model in 5 years… Matilda smiles, “If we can keep building a brand that makes people feel seen, supported and inspired, both in the big moments and the quiet ones, then that’s exactly where I want Djerf Avenue to be.”
Though the pop-up runs by the festive interval till 28 January 2026, day-one promote-outs show that nothing Djerf Avenue touches stays on cabinets for lengthy. If you’re hoping to snag a Christmas jumper or just witness the phenomenon up shut, make it a precedence go to. With Djerf hinting that “there’s so much more to come,” it appears like this pop-up is much less an ending than the opening chapter of Djerf Avenue’s subsequent period.