Djerf Avenue Pops Up in SoHo
Djerf Avenue Pops Up in SoHo
By: Brooklyn Hoffmann
Matilda Djerf is a Swedish fashion designer, model, and co-founder of the brand Djerf Avenue. She has gained a massive following in the past few years due to her effortlessly chic fashion taste and, of course, her iconic, voluminous hair. Djerf’s brand is focused on classy and timeless looks that perfectly tie into modern-day trends.
Djerf Avenue was founded in 2019 by Djerf and her boyfriend, Rasmus Johansson. It is an online storefront that sells high-quality basics. Most of the designs stick to a neutral color palette, making it easy to build a wardrobe that will never go out of style. Djerf Avenue has it all with items ranging from loungewear to bedding. In addition to this, Djerf Avenue has branded itself with a strong opposition to fast fashion and micro-trends with items ethically produced and manufactured in Portugal. Djerf has perfected the art of substantial fashion that can be worn repeatedly without being exiled by the media as many modern-day micro-trends face.
Djerf Avenue does not show at any fashion week, preferring pop-up shops to showcase the newest launches. In June of 2022, Djerf Avenue teamed up with Emi Jay for their first joint pop-up in Los Angeles. The most recent pop-up for Djerf Avenue opened in none other than New York City. The pop-up was open to the public and lasted from August 31 to September 3 in SoHo with Djerf and her team on site. The Core Collection, Dream Morena items, and exclusive pop-up merchandise were available with first access to limited-edition launches. A graphic t-shirt inspired by Milton Glaser’s iconic “I heart NY” design debuted in white and baby pink reading, “I heart DA.”
Djerf told WWD that hosting her second pop-up in New York City felt as fitting as possible, saying, “It’s such a busy city that it feels fun to have a pop-up there for customers to just hang out a little bit and slow down.” After the pop-up’s closing on September 3, Djerf hosted an intimate three-course dinner and fashion show at Guggenheim’s Peter B. Lewis Theater open to 270 guests in order to express her gratitude for the sky-rocketing success of Djerf Avenue. The event was live streamed on Djerf Avenue’s website so adoring fans around the world could tune in. A recent video on TikTok showed Djerf opening the doors to her SoHo pop-up shop for the first time, humbly greeting shoppers and stopping to have conversations with them. It is clear she values the support from her fans and cherishes the love shown across the internet.
It is evident that Djerf and Djerf Avenue are just getting started on their rise to fame. With a whopping 3.1 million followers on Instagram, Matilda Djerf will continue to grow her brand across the media, providing Gen Z with a capsule wardrobe often overlooked in the age of fast fashion.
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