In a report published in mid-December 2024 the popular Swedish clothing brand, Djerf Avenue, faced claims of bullying, favouritism and fat-shaming of employees. The brand was launched in 2019 by the online influencer Matilda Djerf who was committed to “getting it right”.

At the end of December 2024, Ms Djerf issued an apology citing the rapid growth of the company and inexperience as some of the reasons for the claims. In her apology, she wrote,

“When I started Djerf Avenue I never expected that the company would be what it is today, with so many team members and so much responsibility.

I wasn’t ready. I had never led a team prior to this, I had never built a company, and under lot of stress, high tempo and naivety I failed to be the leader and colleague I wish to be along the way.”

These claims and the potential reputational damage resulting from them highlight the importance for companies, no matter the size, to ensure that they seek advice from individuals who have the necessary skills to ensure that the company is creating and fostering a safe and inclusive work culture and environment.

Creating and Fostering a Positive Work Culture

1. Develop effective policies and procedures and keep these up to date.
2. Implement regular training for all staff tailored to the organisation.
3. Ensure that there are clear and accessible reporting channels and feedback mechanisms for all staff to report any concerns or incidents of harassment, bullying, discrimination, etc.
4. Lead by example. Senior individuals can help reinforce the expectations of dignity, respect and inclusion within the workplace.

Advantages of a Positive Work Culture for Employers

• Encourages employee retention.
• Attracts the best candidates in recruitment.
• Increases productivity.
• Reduces stress and absenteeism.
• More cost-effective for the employer as it reduces the risk of claims being made against them.
• Reduces risk of damage to the company’s reputation.

How we can help

If you would like advice or assistance with promoting a safe and inclusive work culture within your workplace Geldards can assist by:

• Providing training tailored to your organisation on bullying, harassment and more.
• Reviewing your policies and procedures to make sure they are up to date and work in practice.
• Providing advice on how to fairly and sensitively handle complaints of harassment, sexual harassment, bullying, etc.

If you’d like support regarding your workplace, please contact the Geldards Employment Team