""I've never taken a week completely disconnected. Photography has always been something I love, so I'm always taking photos. Now I might save them and upload later. But I've never truly gone offline," Djerf told Casey Lewis in Monday's edition of her Substack newsletter " After School.""
""For me, social media is essential. I want to be in the DMs, connecting with my community - that's always been sacred to me. If you run a business for Gen Z, you have to be online," she said."
""I don't even want to know how much time I spend online," Djerf said. "I have to be there, because that's where our customers are, that's where our community is. It's such a big part of my job, so I just kind of embrace it.""
Matilda Djerf has never spent a full week fully disconnected from the internet. Photography remains a persistent activity, with photos often saved and uploaded later rather than abandoning online presence. Being in direct messages and connecting with community is treated as essential and sacred for her brand. Djerf Avenue launched in 2019 and is headquartered in Stockholm. Public records show Djerf Avenue revenue of 268 million Swedish krona in 2023. In December 2024, eleven current and former employees accused Djerf of bullying and creating a hostile work environment; Djerf issued an apology on Instagram and pledged cultural improvements.
Read at Business Insider
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