DJERF AVENUE

Djerf Avenue is a Swedish, non-seasonal, ready-to-wear brand which is ethically produced in Portugal, Sweden and Italy. Created in 2019, Djerf Avenue was inspired by founder Matilda Djerf’s love for vintage clothing and the perfect basics. Their aim is to create garments with timeless designs that will still look great for years to come, never going out of style and standing the test of time (Toresson, 2022). Sustainability is a core value of Djerf Avenue, making sure that they do their best to make the products as sus tainable as possible, right from the begining of production all the way through to the final products. Djerf Avenue use high-quality fabrics that are easily maintained and durable, and of course as kind as possible to the planet (Djerf Avenue, 2023).

Djerf Avenue have built up a range of clothing lines over the four years that they’ve been designing and creating long lasting pieces. The majority of the first collection still makes up most of Djerf Avenue’s core collection, all but two pieces. Each piece is designed by Matilda herself, taking inspiration from her travels, Swedish roots and personal style (Toresson, 2022).

You will never find a retoutched image on Djerf Avenue’s website or social media, with their photos coming straight from the camera roll. Matilda wanted to make sure that the customers know that what they see on the website, is what they actaully get. They also do not retouch any of their models as they do not agree with this (Widjojo, 2022).

Swedish influencer, Matilda Djerf built Djerf Avenue along with her boyfriend, Rasmus in 2019. It has grown into a million-dollar fashion empire, continuing to keep it’s core values of sustainability at the heart of the company (Noyen, 2022).

Djerf Avenue have a denim collection, however they have never held a pop up event focused around their ethically produced denim (Djerf Avenue, 2023). This is why I plan to create a pop up event for Djerf Avenue’s Denim collection as a fashion event organiser (brief 2).

Djerf Avenue will be using the pop up event to showcase some new long lasting items in their Djerf Denim collection. The pop up event will also feature Djerf Avenue’s Re-Sell and Angels Avenue campaigns. The Re-Sell aspects of the pop up event will allow people attending the chance to re-sell their already owned Djerf Avenue items in exchange for money off a new product purchased at the pop up. The Angels Avenue will feature throughout the pop up event, enforcing the strong community that Djerf Avenue already has and creating excitement on social media about