ETHICAL CONSIDERATIONS

Sustainability and ethics are driving forces of Djerf Denim and ultimately Djerf Avenue as a brand. Therefore, it makes sense for the pop up event for the new collection of Djerf Denim to be as sustainable and ethical as possible. Some ways in which the pop up will encorporate these values are: All recycled wood will be used to create the mirrors and shelving. The lighting at the event will consist of energy-efficient LED bulbs.

The Djerf Avenue scheme of ‘Re-sell Djerf Avenue’ will be present at the pop up event, allowing customers to sell their already owned Djerf Avenue products back to Djerf Avenue in exchange for money off their new purchase or to be used in the brands recycling program.

There will be a lot of fresh flowers at the event as Matilda Djerf loves flowers. There will be a flower arranging table where customers can arrange a bouquet of flowers with help from a florist to take home with them, so they can engage with the pop-up event.

Community and empowerment are big parts of the brand. Therefore there will be a positivity board at the pop up event where everyone that attends over the couple of days has the opportunity to write something nice about someone else. People will be encouraged to take photos of this board and post it to their social media’s to show that they have been to the fun pop-up event and hashtag their post with #djerfaveangels or #djerfdenim - echoing the brand community and creating talk online about the pop up event.