In 2016, Swedish influencer Matilda Djerf began sharing travel content through blog posts and photographs while traveling with her romantic partner, Rasmus Johansson, who later became her business partner and co-founder of Djerf Avenue.

In 2018, Djerf’s social media accounts began gaining significant traction as more Gen Z and millennial audiences were drawn to her jet-setting lifestyle, hair and beauty breakdowns, and scenic photographs of her home country of Sweden.

By 2019, Djerf and Johansson had launched Djerf Avenue’s direct-to-consumer (DTC) website, featuring the Core Collection: nine apparel SKUs focused on everyday wardrobe essentials.

In late 2026, the brand reached another milestone, opening its first permanent bricks-and-mortar store in the heart of Manhattan’s NoHo neighbourhood at 25 Bond Street.

Djerf spoke with Inside Retail about what has driven Djerf Avenue’s appeal among American consumers and her current favourite item from the brand.

Inside Retail: Having started as a DTC brand, what does it feel like to have a physical space where people can step in and walk away with a shopping bag in hand?

Matilda Djerf: From the start, being DTC was very important to us because we wanted to be in charge of the shopping experience, and we also wanted to understand our customers’ shopping behaviour.

It was also important to us [with DTC] to present all sizes, from extra-extra small to triple extra-large, on the website. So when you go to our product pages, you’ll find your size. We wanted information about our factories, our fabric, and how we source everything to be available online.

Source link