Matilda Djerf: ‘I wasn’t ready’ to lead company

“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,” she wrote.

“I’ll keep learning and working to ensure Djerf Avenue is a safe, inclusive space for everyone.”

Launched in 2019, Djerf Avenue rapidly gained a following among young women for wardrobe staples such as oversize button-down shirts and trousers.

The brand, which reported around $35m (£27.5m) in revenue last year, is known for its size inclusivity and diverse model representation.

But it has been facing outcry from customers after Aftonbladet reported claims bullying and body-shaming. It said that some models were told they did not fill out a pair of jeans, while others were called fat.

Djerf Avenue recently held its first 10-day pop-up shop in London, which saw queues forming up to three hours before the store opened.

Journalism student Evie Summers, who attended the pop-up to write a report, said the allegations against Ms Djerf were “incredibly disappointing and discouraging to the young, impressionable people who adore her”.