Matilda Djerf & TikTok's Duping Culture

[@Sowindiee10]

Dude, I’m finishing my PhD right now and I cannot express to you enough how higher education really is NO measure of one’s intellect or capacity for critical thinking. Your essays are so great, accessible in approach, and incredibly critical. Like, you talk about late stage capitalism! You are awesome, I love listening to you. Don’t feel self conscious about not going to Uni. Give yourself credit. Your words reach more people than most academics’ work will in their entire lifetime. Seriously. You rock.

[@Sowindiee10]

Also just to say, I think Djerf Avenue is also coming, routinely, under fire for lying about their ethical production bc I think they had to confirm their “ethical” production statement doesn’t include their textile workers and walked back statements about their sustainability. They also are critiqued for not paying models for walking their fashion shows, not paying models at shoots… toxic workplace environments…all while reporting a $35million profit this past year. So… I dunno. I used to feel neutral positive towards her too… now not so much. She has the profit margins to implement hyper transparency, with codes of conducts, ethics, third party certifications, auditing for underage workers, wages etc. and and she isn’t doing any of that. To me, it’s a lot of window dressing with no data to back it up. We just are expected to take her word. I’m not against her brand, but pressure should be applied to legitimize claims and address internal issues.

[@vapiddreamscape]

I'm also a PhD student rn and I want to second this! I've been burning through your content these past few days and I'm continually impressed by your research, the way you ground your perspective, and the incisive and intersectional commentary you offer. I've considered assigning some of your videos for my comp students!

[@lucinda3964]

I work at a university as a staff member; I am constantly around individuals with advanced degrees. I can very much confirm that advanced degrees, no matter how many you have, do not equal intelligence.

[@ThePromQueenxo]

Wait... I thought she said she did graduate from uni...

[@melowlw8638]

​@@ThePromQueenxo no she never went as far as ik maybe she mentioned college?? not sure abt yhe english system of education so idk how graduation works depending on what school cycles

[@aeons_era]

Fast fashion and thrifting has absolutely thrown off my concept of actual real and fair pricing for something new and made well

[@tni681]

I agree. Having a “i can make this myself”/ DIY brain also doesn’t help much lol

[@shay5087]

I’d rather just buy from the thrift store considering most of her clothing is so expensive and made out of polyester …

[@isolatedfromeducation5491]

To be fair learning how to make my own clothes has made me realize how much work it is,, though i will always thrift/antique shop since the ones in where i live have awesome and well priced stuff. Mostly just vintage for slightly lower than modern retail clothing prices. Qualitys usually better because its vintage though you might have to learn repairs

[@shay5087]

@@isolatedfromeducation5491 yes! I now repair my clothing too instead of just throwing them out. All my pants are from the thrift and whenever I rip a belt loop or get a tear I just sew it right back up.

[@QuestionsIAskMyself]

@@tni681SAME!! I bought a sewing machine for the purpose of making my own clothing. However, I didn’t account for the patience needed to actually learn how to use it in the first place 😅😅

[@tawnywilson4024]

"You aren't overthrowing the corporate giant that is Matilda Djerf by using Amazon" with the image of Jeff Bezos is actually the funniest thing I've seen all day, great editing.

[@LorettaRoberts-i4o]

As a crochet artist who sells my pieces I’m often told my pricing is too high despite me literally making every item cheaper than it should be cause if I were to price them fairly I wouldn’t sell anything. Ppl don’t realise how much money a persons labour costs anymore

[@ia490]

Honestly this is why I don't think I'll ever sell anything I crochet 😅

[@kookoo9800]

As someone who also does crochet and has considered creating a business for it, i eventually felt it wasn’t worth the time n effort n materials to sell it bc ppl have no clue of how quality and handmade stuff is priced reasonably and in this economy not only does it seem way to expensive it also is too expensive for most people to purchase anyways

[@ghoultooth]

I honestly didn’t realise the amount of labour that goes into crocheting until I watched some videos on it. It’s a hard thing to price. You should price it to accurately reflect at LEAST a minimum hourly wage for yourself, but (like you said) then they don’t sell! I think the issue is that people would rather just get cheap, fast-fashion over the expensive, labour-intensive clothing that was made to last. I’m not going to act like I’m above buying fast-fashion- it’s all I can afford, but it’s wise for us to all be conscious. On a lighter note, I’ve had my eye on a crocheted bolero on Etsy for quite a while and I think this is the push I needed to purchase it and support the artist behind it. Thankyou ❤

[@ghoultooth]

@@kookoo9800Honestly from what I’ve seen from other crocheters- “quick” and easy plushes are the way to go. It’s also a really good idea to advertise your business as much as you can, in a unique way. Best of luck ❤

[@madame.banoffee]

Sadly if there’s a brand tag du jour on an item, handmade or mostly not, people are going to open their pocket book with ease.

[@Caitlin_Mahina]

Watching this with the context of her recent scandal in mind. My heart goes out to the employees who've been living in fear while working for her. Jordan, you should do a video/update with the current situation of her being such a mean girl!

[@chappellgroan]

You forgot to mention the controversy about Matilda not paying her models, and gifting them free clothes instead. Also, DA have walked back their initial claims that the brand is ethical and sustainable. So it’s closer to a fast fashion brand these days.

[@shay5087]

THIS!!!!

[@ddahlia3607]

i dont know much about this particular drama but it is unfortunately very common to do so, especially for smaller brands

[@dva5610]

@@ddahlia360735 million in net profits a year is not small. Girl can’t pay models 100 dollars for a days work?

[@zkkitty2436]

and apparently not including garment workers in her sustainability efforts, which is to say they aren't paid fairly. Jordan's research on this is.. honestly subpar. Lisa Fevral did make a video about this going into more detail, although neither of them cite direct sources soo

[@Butterfly__fairy]

⁠​⁠@@zkkitty2436 yes! I saw Lisa Fevral’s video on the topic and thought she definitely spent more time on the exploitation aspect of Djerf’s brand (which is making Matilda massive amounts of money at the expense of garment factory workers and the unprofessional (i.e. non represented by agencies) models she doesn’t pay!)

[@corneliaskalsky8125]

Just a litle note to the polyester thing, it is not only "old" water bottles that are used for recycled polyester, the controversial thing is that they take so-called pet bottles, which are a type of plastic that can be recycled into new bottles basically an infinite number of times, to make fabric. this means that the clothes can be listed as recycled, but this only means that they have taken material from a circular system in order to be able to sound more environmentally conscious, which only means that new plastic must now be manufactured for the bottles instead. there are too few of the right kind of bottles for everyone, and clothing companies often pay more, meaning that the previous circular system is now broken. polyester is not only bad, it is very useful in the fabric industry, when used and manufactured correctly, but it is in many ways worse with recycled polyester than with newly manufactured for reasons like this.

[@aathenaiz6151]

this was a very interesting comment, thank you

[@sriracha_sauce]

I really don't understand how plastic water bottles are still a thing in 1st world countries

[@nanananananananana00]

@@sriracha_sauce 1st world countries tend to place convenience over literally everything else, it’s sad

[@tedddybear]

I actually am currently working in plastic recycling research (specifically PCL to CL but I’ve also looked a bit in to PET systems) and unfortunately no recycling system is circular. That’s actually what my research is in!! Even PET which is supposed to be “more circular” isn’t because of the recycling systems we have set up in places like the US and UK. It’s currently not economically feasible so honestly there isn’t really a problem using PET over other plastics for clothing at the moment. Here’s to hoping more research is focused on chemical recycling techniques so we can have a truly circular and economically feasible recycling process in the future.

[@corneliaskalsky8125]

@@sriracha_sauce I live in Sweden and due to a system called "pant", pet plastic bottles are considered a relatively durable material to use. here you pay an extra SEK (around 1/10 pound) every time you buy a bottle, which you then get back when you "pantar" it. we have a recycling rate of close to 90% of this type of bottle and this material can go directly back to become new bottles several times over. Yes, there can certainly be better materials, but a lot also depends on how well it can be recycled in one's country.

[@sparklegirl12317]

i treat every one of ur uploads like a cinematic release

[@ZDubbed]

So true

[@VicoTheGod]

Me too girl❤

[@rishikakorukonda1891]

tru. so tru. we been eating good. i’m so happy

[@b_arose]

This is so beyond accurate

[@ddahlia3607]

i think tiktok dupe culture should be called out but matilda djerf’s company is the wrong one to have this controversy around because her products are not very unique. i feel horrible when i see a small creators share their clothing and the comments are just filled with ppl who are looking for dupes. i don’t think people understand how expensive it is to make clothing on a small scale and if you cant afford it, save up or get it 2nd hand. the dupe will be poor quality and your hurting yourself, the original creator, and the planet.

[@syndeybinch]

And hurting underpaid workers

[@Artemisiagentileschia]

It is expensive but poor people also want to be trendy what about them every body can’t afford buying highs prices clothes

[@tattqx3558]

@@Artemisiagentileschia You talk as if having trendy clothes were a first necessity. Who cares if workers, also poor like them, are being exploited and do not have a decent salary that allows them to live as long as you have access to the latest trend on TikTok. Your vanity about other people's lives

[@isabear478]

like people want to be sustainable but wages aren't going to be

[@dtsotm]

@@Artemisiagentileschiathese kind of comments just make it seem as if the only poor people you actually care about are westerners. sorry, but a working class person in the wests desire to wear trendy clothes is not more important that a poor person in the global south’s right to earn a liveable wage and have safe working conditions.

[@jubi0622]

Djerf Avenue is not necessarily deserving of being called "sustainable" as you say in this video. I'd recommend reading Good On You's sustainability rating for the brand. It got a 3/5, which is better than a lot of brands, but I'd argue still far off from being sustainable. They use lower-imact materials, but there's no evidence they ensure workers are being paid livable wages in their supply chain. Sustainability isn't just about the material, it's also about the people.

[@isabear478]

mina lee video was so insightful there's no regulation on stuff so they can call it whatever

[@リディ-e1d]

agreed

[@aspannas]

Matilda herself said in a DM to a costumer that they "never claimed" to be sustainable - which is a lie, they've used sustainability to market themselves countless times.

[@astridmrb7668]

Another example of people looking to find an individual enemy when the problem is sacrificing fair wages within the fashion industry for a stakeholder profit.

[@madisonthorpe]

.....your content... who are you???? @ville__

[@sharklovrr]

@@madisonthorpe this is a very common troll you’ll see on many channels. they change the copy paste messages once in a while, but as with all trolls, it’s best to just ignore the comments.

[@chappellroanbrainrot]

I watched another video essay, and Djerf Avenue DOESNT INCLUDE FACTORY WORKERS as part of their company, so when they say they pay their workers fair wage they are not talking about there factory workers and from the annual income of the company for what they are selling the clothing items for they are probably getting each items for PENNYS, matilda does not pay her workers and also refused to pay her models for HOURS AND HOURS of work and this has happened multiple times, and instead they "paid" them in free clothing items that they didn't even bother to get the right sizes for the models even though they had to take their sizes for the modeled clothing. The only reason clothes should be that expensive is if they are ethically produced and they are NOT.

[@miaatkinson1067]

8:08 Wait, aren’t her parents pretty wealthy? That’s not to say she and her boyfriend were traveling around the world in a private jet, but let’s not pretend she had to scrape by picking up modeling gigs.

[@glencoco4444]

It’s giving “kylie jenner is a self made billionaire”

[@munaali840]

no she has normal parents, her dad worked as a teacher than a professor her mother a social worker. she lived in swedish countryside so the houses/land are cheaper. ordinary swedes live a decent life and most go travelling during their gap year before uni

[@SlapstickGenius23]

@@munaali840 Yeah, in other words she’s a nouveau riche of middle class origins.

[@slothisasin8240]

​@@munaali840 As a Swedish person: it's not the average swedes who travel during their gap year, it's the upper middle class/rich kids (I know a lot of rich kids who did it, and plenty of middle class kids who just work, study, work, study and maybe go on a small vacation). I come from a lower middle class background and I've walked over the border to Finland once, I used to travel to my grandmother once a year by train and that's the entirety of my travels. I've had to work every summer since I became an adult and most people from average backgrounds live similar lives as I do.

[@himenyx153]

As a 24 year old woman who is just now starting to build a wardrobe, I'm making sure I don't fall into the temptation of fast fashion and only choose high quality clothing items that will last me years upon years.

[@isolatedfromeducation5491]

Ive started doing this recently and although i do have a thing for some vintage items, i always check the material! I hate plasticky feeling clothes and always try to get ones that have more natural fibers. Ive also been learning how to darn and do clothing repairs and its saved me so much!!

[@LowSlungBadBitch]

Not 24, but same. I have autism. I deserve beautiful, unique, and high quality clothing.

[@kailah8249]

Also, just some advice, always read the tags on any item of clothing to learn how to properly wash and dry it. I promise it will increase the lifespan of your clothes so much.

[@sriracha_sauce]

Make sure you're actually getting high quality for the price and don't just go based on pricing alone. Check the materials whenever buying, and try to look in store if possible to see the fit. My favourite KZbinr giving tips on this is Jennifer Wang, she knows her stuff

[@43v3rh1d3n]

this is something i learned the hard way when i was younger. Im more blue collar so im so hard on my clothes going thru pairs of work pants fast. then i started talking to my coworkers and realized what brands are worth their price and last forever. its low key why i side eye Carrhart and Dickies and other brands being made into fashion bc i just know the quality is going to decline bc Fashion Girlies don need the good heavy weight canvas

[@gabriellecas8308]

selling clothes made out of polyester at a higher price is unacceptable regardless

[@noreaeron]

If you pay your workers better, it´s better, period. same material, fair wage makes a difference still. There is no hard difference between sustainable and not.

[@emmamartin4045]

Not really. You just don’t understand how fabrics and sewing work. High quality polyester exists, just like low quality polyester.

[@carmenbaby]

⁠@@noreaeronthis is true, if a garment takes hours to assemble and you weigh in the cost of the materials, warehouse rent, shipping, branding/advertising etc then 100 euro for a garment isn’t a lot at all

[@lanadellola]

@@noreaeronbut she doesn’t.

[@destituteanddecadent9106]

​@@emmamartin4045what's the difference? And as consumers, are there any ways for us to tell the difference? I recently bought a polyester skirt for about 100 dollars, but it didn't "feel" cheap. Good weight, didn't wrinkle and all that. But that's just how it felt to me and not necessarily a good way of telling a good fabric from a bad one.

[@rinapop2681]

I always check the material composition on clothing now and I’m shocked how many companies sell polyester stuff for like £200 😢

[@justperpetuallybothered3474]

It's criminal

[@robertaaukstikalnyte916]

Not all polyester is the same quality.

[@esterr105]

Candy Kimberly's dresses 💀

[@cassiea13245678]

@@robertaaukstikalnyte916poly has its uses but the number of purely synthetic items that imitate natural fibers at a misleading price point should be criminal. Like Abercrombie selling a “wool” coat that has 0% wool in it for like $300

[@wowrosa]

@@esterr105omg yess so disappointing

[@Oxyleya]

19:50 It's actually worse for the environment to sell clothes made from water bottles. That's because those bottles could get recycled into new bottles again many times, but if they get made into clothes (polyester clothes don't last nearly as long as pure wool or cotton) they then can't be recycled any more but end up in landfills. And because all the fashion brands overbid each other to slap that seemingly ethical label on their products, new bottles have to be made from new plastics instead.

[@merppa9842]

This is actually a bit more complex. Sometimes polyester and other synthetic fibers are more durable for some uses and are a lot closer to being able to be recycled than natural fibers that lose a lot of their stregth in the process. Don’t get me wrong, I personally prefer natural fibers any day. But some technical fabrics made of synthetic fibers are actually a lot more longlasting for their intended purposes. The whole industry is just a big mess and I hate it 😅.

[@Oxyleya]

@@merppa9842 Yes, specially made fibers, but not those that get made from plastic bottles/standard polyester. The ones that you mention all have fancy brand names.

[@__kate___]

29:58 Jordan pls readdress this - with everything coming out about MD and how awful she was to her employees, she’s most certainly NOT one of the good ones :(

[@natasham4184]

Jordan, I am LOVING the auburn hair! The way you've styled it here is so timeless 💖

[@gjgjgjaify]

For sure!! This is such a good and lowkey iconic/timeless look. I want to try it too xD

[@livialou]

"I turned 25 and all of a sudden I have to account for my child bearing hips" actually got me haha

[@himenyx153]

I don't think she should be credited for those aesthetics or whatever because I've always known those aesthetics to exist pretty popularly. Especially the coastal grandma thing like really? That's been one of my favorite aesthetics since I was a child. Point is just because we give these "aesthetics" a name doesn't mean it didn't already exist.

[@luvuberrymuch49]

This!!!!

[@andpeg]

Just like how the “clean girl” has been a staple in black and brown communities for decades. The name is new, not the look.

[@tocabocaanbur7196]

Literally I owned fruit pjs in that style from the brand Kate spade back in 2017 or 2018

[@nicole-rb4iw]

@@andpegbut it’s soo ironic how a lot of these “ clean girl “ aesthetic girlies don’t even include black ppl in their reference photos / moodboards or whatever . like girl we can see u think only ur race can be “ clean “ !!!

[@margottago]

It's blueberry milk nails all the way down

[@isyisy6874]

as a Scandinavian person (I go to highschool in Denmark), most girls would fit into the 'clean girl'/'scandi' aesthetic (not everyone, but it's clearly the most popular fashion choice girls wear). It just minimalistic clothing, toned down colour palettes, either slicked back hair or beautiful bouncy curly hair, basic clothing but somehow elevated. It shocks me sometimes because 17 year-old girls are dressing in a such an elegant business-woman-but-cool style and I love it but also you look 30 calm down.

[@aspiringraccoon]

girl, your hair looks absolutely gorgeous. your earrings work so well with it

[@briiiiiielle]

also djerf avenue submitted a copyright request for the pattern but it was not accepted. Like little fruit patterns like that have existed forever there's no way to pretend it's that distinct

[@aisling7244]

I’m so tired of people saying criticizing fast fashion is classist! Buying fast fashion is arguably more classist. People just have an easier time ignoring the classism because its mostly brown people from the global south being exploited.

[@Butterfly__fairy]

Thank you!! Totally agree- people always ignore the global south in talks about socioeconomic inequality and the ethics of shopping from exploited labor!

[@ZZ-tp4ny]

I have never seen anyone argue that criticizing fast fashion in and of itself is classist. The issue being called out, at least the one in Western social/cultural spheres, is the automatic demonization of people who purchase fast fashion in any amount; particularly those who are working class, and who do not overconsume. People who buy fast fashion on occasion yet preach for sustainability don’t do so because they’re ignorant or apathetic to the labor conditions of workers. In many cases, it is all they can afford to spend on clothes. A lot of people combine this with thrifting, anyway. Saying the inverse is classist is an extreme over simplification. Exploited workers in dangerous conditions make countless other products that people buy, not just clothing. Sustainability is rarely financially accessible.

[@aisling7244]

@@ZZ-tp4ny You must not have spent very much time diving into the Twitter discourse, then. Because people like Cora Harrington or Lakyn the Stylist will provide every reasonable disclaimer you can imagine while advocating for more ethical, sustainable practices, and people will STILL get so angry about their most mild tweets. Cora Harrington once tweeted out a bunch of laundry tips that can extend the life of your existing clothes and people still accused her of being ableist because not everyone can do laundry. It’s hell.

[@sarasynfox]

I can understand the argument on both sides, though I'm not sure saying fast fashion is "classist" because it exploits garment workers is the correct use of that word. Unethical, yes, but classist implies you need to be of a certain social class to participate, and that's not the case here. The reason slow fashion gets labeled as "classist" is because poor families often can't afford to spend $100+ on a quality item that will last for years. Instead they buy the $5 shirt from Walmart because they need to replace the one that's no longer fit for wear, or the $20 jeans, because it's what they can afford at the time. It's part of "it's expensive to be poor" reality. I just dropped $2k on updating my wardrobe. I basically replaced everything I wore on a daily basis with new stuff, not because my old stuff needed to be replaced, but because I had to upgrade from casual to business casual for work, and just picked pieces I would also add to my non-work wardrobe for practicality. I nearly cried when I saw how much it would cost me, especially since I've had to completely refit my wardrobe in the past because of weight changes, and I'd never done it for more than $500 before, because I only bought cheap, fast fashion items. Of course, if I count the fact that I had to replace most of those items by the time two years were up from wear, it's not going to take long for that large investment to save me, but it's still something I'd learned was normal. You buy what's cheap and affordable and ignore how often you replace it. So to me? My favorite skirt costing me $90? Years ago I would have said that was overpriced and gotten something cheaper. I think that's where the conversation splits. Classist is who can afford to buy into participation for certain things. Who can afford to buy those clothes? Is it something that's an option for everyone, or is it really only something people with money can do. It doesn't change that garment workers are treated unethically, and that fast fashion is absolutely horrible for the planet, including the populations where those garment workers come from. However, it's not the same as the problem of fast fashion being the only affordable option for a lot of families, unless they're able to learn how to shift their priorities and start budgetting for items that will last them for years, versus spending more in the long run to buy what's cheap and available in the moment, only to be replaced a couple years down the line.

[@morg2040]

@@ZZ-tp4nyliterally just go to a supermarket brand or a cheaper clothing store.. it's not that much more expensive if ur struggling go to a charity SHEIN will not last and you will spend more money replacing what you buy from there every 2-3 months over spending a little more when you can and trying to be smarter with ur money.. like come on

[@stonersiren]

all her clothing is tube tops, tube dresses, tube skirts... even if your sewing usually looks like shit, you can manage to make those yourself for way cheaper lmao. and you don't have to use polyester

[@vanillameringues]

I was thinking this. I think it’s time I start making my own clothing lol

[@user-nk1rk2uo8p]

This is so dumb a lot of people don't have the time and the equipment

[@cassiea13245678]

@@vanillameringuessewing is the best hobby hands down! It’s interesting, creative and great ethically

[@vanillameringues]

@@cassiea13245678 I really would love to try it 😊 I recently started crocheting some clothing but I think I’m gonna learn to sew next

[@Tiorg-g1u]

Hey Jordan, by any chance did you look into the claims that Djerf Avenue sources for models (both runway and their website) from Matilda's followers and then makes them work for free? I saw another video from a fashion KZbinr called Lisa Fevral that discussed this as well as claims that the workers who make the clothes aren't compensated fairly, which puts the whole "ethical" and "sustainable" part of her brand into question. I don't have anything against Matilda and before this controversy I mostly knew her for her hair lol, but I think she'll be okay, she's still very young and it sucks that her mistakes have to be put on blast like this but that's the dark side of tying a brand to your personal identity.

[@asiasias]

I came here to mention this too ! I’ve seen several videos talk about this.

[@Butterfly__fairy]

Super glad you brought this up - i saw Lisa Fevral’s video too and thought the exploitation was something important to this conversation as well.

[@espeon871]

@@Butterfly__fairy yep, esp with the copyrights and high prices

[@Lonerstoner21]

Most models do work for free love. Until they blow up…………

[@tonystonem9614]

I don’t rlly think they’re mistakes she knows what she’s doing and will obviously try to cut costs and such. Your wrong doings will 100% be put on blast when you’re in the public eye

[@mariec7202]

Polyester is frequently marketed as being recycled from PET water bottles, but in truth, the bottles are manufactured specifically to be turned into polyester. They are newly made water bottles produced with the intention of becoming polyester. As the owner of a sustainable horsewear company, I find this subject incredibly intriguing, especially because the concept of Fast Fashion can also be applied to equine fashion. In many instances, Fleece is often claimed to be sustainable in this context.

[@16charlotteh16]

Fashion buying and merchandising graduate here! My lecturers who worked in the high street/fast fashion industry always used to say that 5 things about a design needs to be different in order to bypass copyright laws… that’s how fast fashion brands get away with copying designs. So clothes from these fast fashion may look similar but in actuality could have 5 or more very slight differences to the original that they copied

[@555starangel_]

Jordan!!! Your hair looks so gorggg, as soon as I think it can’t get any better, you always pick styles that suit you so damn well🫶🏽

[@shay5087]

I wish you brought up that some of the pieces of clothing she advertised on her website weren’t even the pieces she made.. like the trench coat she made. The picture was a completely different jacket that was not her brand and when people received their jackets it looked completely different (worse) than the pictures. Also she tried to buy a lot of influencers silence during the controversy with a set of pyjamas, and tried to pay models with the pyjamas instead of an actual wage

[@heddadybvadskog-nebb5603]

Safiya Nygaard (who happens to be a Scandi girl herself) just did a video about this "cinching sundress" thing. Basically she was doing a different video about buying clothes from TikTok and kept finding so many different videos of this dress from sketchy companies with seemingly stolen videos and went ahead and ordered them and tried to get to the bottom of what was the real dress. It was soooo interesting and I highly recommend it.

[@vanillameringues]

Omg yes!! That video was so good

[@suyareads]

Safiya is a scandi girl? Isnt she American?

[@qj8091]

@@suyareads her dad is danish (not danish american) hence her last name but she was born and raised in the states so she isn’t really danish culturally, I’m pretty sure she doesn’t even speak danish 😂

[@sarahcz202]

That video was incredible, felt like actual investigative journalism!

[@144Sushi]

An important thing about the price : although Djerf claims all her employees are paid fairly, it seems that doesn't include the staff from the factories where the clothes are actually made. The wages of the factory workers are seemingly very low, and therefore don't justify the high prices. I try to buy as much as I can from ethical brands, and I can tell you I've bought way better quality products with better quality fabric for cheaper.

[@chelseaely2316]

Would you mind sharing some of the sustainable brands you like?😊

[@144Sushi]

@@chelseaely2316 The first brands which come to my mind are Linnennaive and American Duchess. Also in a more niche genre : Armstreet. I had a really good experience with the three of them and the products are really high quality.

[@iamchildofGod4ever]

May I ask how you know that the factory workers are being paid poorly (genuine)

[@wren6003]

i don't use tiktok because every time i do i feel my self confidence plummet and my urge to spend money shooting right up .. ur the channel i go to to keep up with stuff like that and you always make a great video that i get excited to see on my home page! thank u

[@sarahwatts7152]

Justine Leconte just did a great breakdown of where the costs lie in garments of particular prices, between traditional companies, fast fashion, and ultra fast fashion. Extremely illuminating

[@rubymaybe]

Also not all polyester is made equal - most high end hiking clothes are polyester as it's properties are perfect for this application, so most of the crazy expensive hiking waterproofs on the market are still polyester

[@kath8341]

this is off topic but YOUR HAIR AND OUTFIT LOOK SO GOOD!!!! like this look really really fits you so well. i just had to say this lmao❤️❤️

[@maryse3846]

i have no idea who Matilda Djerf is and haven’t had tiktok on my phone in like 2 years but i mustttt watch everything you post girl

[@whackstro5184]

30:58 don't apologize! I'm a 25 y/o guy who doesn't know much about women's fashion, but it's nice to just listen to you discuss what you're passionate about 🧡

[@heyashleinicole]

i think that fast fashion has definitely changed how some people view a brand’s pricing goes their clothing, but it’s also important to note that there is a demographic of people who simply cannot afford a $50 tshirt and $100 jeans. for a lot of people, that’s grocery money, gas money, etc.

[@nim_19]

Of course that’s why there’s thrifting, second hand and just buying less. The only other option for cheap clothing is fast fashion 🥲 which could be avoided

[@washambiswimp714]

@@nim_19 Thrifting/second hand clothing only really works if you wear straight sizes. If you need tall clothing (or id assume plus size or petite but i dont fall into those categories but i do need to buy tall clothing) you cant thrift. I'd love to buy secondhand work pants but they all turn out too short, same with skirts, same with shirts or jackets that are long sleeved, it's ill-fitting and looks sloppy unless im willing to spend HOURS and DAYS trying to buy *one* clothing item.

[@mayatenshi]

​@@nim_19also thrifting is not cheap anymore (in my country at least)

[@kimberlylopez3230]

⁠@@nim_19 so you’re saying that a person with low income should be able to dress fashionably or have nice looking clothes?

[@nim_19]

@@kimberlylopez3230 you can get nice clothes from charity shops. I’m not against buying from high street stores like H&M for buying good quality, long lasting items and basics. But it’s people’s choice whether to buy fast fashion or not just to fit in with trends. Trendy clothes aren’t essential.

[@Kairi98503]

Where as I agree that we have lost value awareness of clothing, I still think the clothing is too expensive for what it is. As these pieces are constructed like fast fashion pieces. They are made with synthetic materials (making the production cheaper then with natural materials), meaning the clothing will break down quicker and leak microplastics when washing. Which makes recycling plastics in to clothing possibly the worst way to recycle plastic as the production is not only extremely polluting, but it continues to pollute during the garments life time & will likely end up in a landfil anyway. The seams on most pieces are surged/overlocked seams, meaning that the garments cannot be altered as easily as a French or hemmed seam, so if you size out of a garment then you have to just buy a new garment rather then taking it to a tailor or seamstress to have it let out. Which shortens the use of the garment for most people. As well as no structure it seems! No boning, interfacing, tailoring, etc. Things that turn a floppy sad garment into a flattering and well constructed garment that is easily worth the high price tailored garments tend to ask for. The lack of tailoring is also common in fast fashion garments. And as you pointed out, the construction is sloppy in a way fast fashion pieces tend to be. Wonky seams, wildly off fits, and the garment not always matching the picture online. If she just made these few changes of *actually* sustainable materials, give the garments structure & adjustable seams. Then the price would be worth it. But as it stands, you are buying the exact same quality as H&M clothing for twice the price. Though just checking H&M they are selling a coat over $200 that tell you it is a wool blend, so yeah. I recommend looking into CuriouslyConscious.com 's article on Djerf Avenue, as they mention that their claims about the factories are not as transparent as they seem. I don't fully agree with their final decision, as brands that have predominately plastic based fabrics in a majority of their pieces cannot be substantial in my opinion, though I do agree that the brand seems to be money first and sustainability second.

[@ssssundae]

not disagreeing with any of the other points but french seams are a pain to alter. i'd much rather alter a serged seam than a french seam. i love a french seam for the look and the durability but theyre not easy for alteration. also, not entirely sure what you mean by hemmed seam, maybe you mean a double fold hem that cleanly hides the raw edge rather than an overlocked one?

[@friendlymexicano]

i was looking for a comment like this! jordan said that the clothing prices are justified to pay everyone fairly… when we know thats not necessarily true. Fast fashion can make cheap clothing and still be able to treat their workers fairly and pay them fairly. They choose not to, to maximize profit for themselves. And that seems to be the case with djerf avenue… just bc her prices are higher doesnt mean shes paying anyone fairly.. Im not saying that she does or doesnt treat her employees fairly. I dont really know much abt this brand. But I thought Jordans sentiment seemed a little ignorant, companies can make clothing more affordable even if they are using more resources to be sustainable, but they choose not to. Its about making millions for those on top and a couple hundred for those who do the actual labor. Like does matilda really need those luxury houses and trips? no. that money couldve gone to her employees who struggle to pay rent or pay bills. thats just my opinion and I know value is subjective. I know how much wealth someone should have is also a matter of opinion and a controversial topic.

[@Kairi98503]

@@friendlymexicano i agree with this, as like the article I mentioned, they don't give enough information on the factories to give it that 'sustainable' stamp of approval. We have no idea if the factories are operating under the bare minimum legal requirements or are providing adequate pay & conditions for the work given. I have a feeling it could be the minimum, as wonky cuts & off sizes are often caused by production lines working too quickly & demanding unreasonably high volume production from their workers. And the addition of the CEO living this luxurious life style that few can afford is also suspicious. If we were to give the benefit of the doubt, this could be a result of 'instaframing' as I call it. Where influencers intentionally frame things to be as glamorous as possible, but in reality they are living in a cheap apartment & barely get by. I do not believe this is the case though, as she is more then happy to flaunt her success in interviews & all the benefits it nets her. Benefits that should have gone to paying everyone fairly & making quality goods that are worth the price.

[@kef1317]

I agree. And also, the idea that luxury clothing brands are higher quality is often a lie, since just as Jordans example on the makeup products, the fastfashion and luxury clothing brands share the same factory, textiles and workers. I think kristenleo has a video on this

[@Kairi98503]

@@ssssundae that is what I meant by hemmed seam. I got them mixed up. But I was saying the French seam because they have a bit more fabric in them & they don't have a million threads to undo like locked seams. I mostly hand sew though, so altering my own seams are much easier then dealing with modern machine locked seams in my experience.

[@fh9061]

I have to confess that I mostly shop fast fashion, as I don't have many ethical options I can afford in my area. But the #1 thing that has made a difference for me the last couple of years is marinating on items and trends just a little longer than my instincts tell me to. Sometimes you convince yourself that you genuinely like something but then you get sick of seeing it within 2 weeks so it's better to wait it out so you can sort out your thoughts. It was watching Amanda Symonds that taught me this. Hearing herconsider how much wear she will get and if she has similar pieces changed the way I shop.

[@freethegays]

Yeah the biggest thing you can do is just buy less. And then you would have the money to buy better quality clothes when you do need to replace something. I don't think most people realize that if you're an adult, you don't *need* to buy more than 3-5 pieces of clothing a year.

[@BukeyBoy]

My issue with the “duping” issue is the copycat using the photos from the original website. It’s completely dishonest! What they’re selling is not what’s in the photo. They’re blatantly stealing the photos

[@TeaCupCracked]

Just a small note; the hemline, or the hem is always the last seam finishing the edge/bottom of a garment. The finished edge around your waist is always the waistband, because it is the band of fabric that is holding the skirt/pants to your waist. On a dress, if it has a waist-seam that that is often called a waistline or waist-seam, instead of waistband, because the weight of the dress is still being supported by your shoulders and not that seam at your waist. It's important to understand just because the hem at the bottom of a skirt is always going to be constructed differently then the waistband at the top of the skirt, so they should looked different and if they don't then that's sort of a red flag there is something bizarre with the construction of the garment (or genius, depending on the end result).

[@watchmedo635]

defo here for protecting and advocating for artistic integrity and copyright, especially for small artists and businesses being ripped off by companies like shein and casetify

[@katietran97]

can i just say that your hair is sooo gorgeous like slay as always !!!

[@rebekkasohns9122]

The issue with recycled polyester is that it can‘t be recycled again. But waterbottles can be made into waterbottles again. So if a piece of clothing isn‘t desired anymore it can land in landfill and won‘t decompose.

[@merppa9842]

And unfortunatelly most natural fibers won’t decompose either. Since they are chemically altered to have more desirable qualities like cotton that won’t wrinkle or no pilling etc. Or in the least those vhemicals will pollute the ground if they were to somehow decompose.

[@aspannas]

Especially when you mix it with other fabrics which DA does a lot, making it impossible to recycle.

[@ItssMare]

Imagine if a law was passed where on the tag the manufacturers need to put estimated longevity? Imagine, depending on the fabric composition, average washing (with regular washer dryers), and average workmanship of the stitching at the manufacturer a number of months or years is printed on the label. I feel like this would make it SO much easier for consumers to make decisions about purchasing a product. If anyone has any other ideas as to how to regulate the longevity determination please feel free to add!

[@ateisate7270]

Most enviromentally friendly fiber/fabric: THE ONE IN YOUR WARDROBE. It's already there, take care of it. Do not use a dryer, use a drying rack/line, use the right detergentent, wash at low temperatures if possible, mend and repair. Okay, fabrics & fibers: Polyester: while it does have some uses, generally avoid it. even recycled it has the same downsides, just not using new oil, it does not breath, deals badly with water (alias sweat) and keeps odors so you'll have to wash it often which like you said is bad Acrylic: Another form of plastic, feels softer and Polyester, so it's often used for sweaters, but it does not keep the softness, same deal as with Polyester, often pills really fast Elasthen: makes fabrics slightly stretchy, but wears out quickly, the reasons your skinny jeans hug your figure is this, why it's in pjs, I don't know, I see literally no reason it's in pajamas since they are loose fitting anyway Cotton: uses a lot of water when grow, also sometimes slave labour to harvest even in modern times, not just historically (Uyghurs in Xinjiang) , easy to dye in really bright colors and print on, easy to upkeep, breaths, mediocre with water, feels slightly rough, can wrinkle, can last forever if the quality is good, jeans are usually made of this, biodegradeable. but even organic cotton is kind of hard on the enviroment compared to like linen. Viscose/Lyocell/Tencel: a synthetic fiber made from plant fibers. despite its origin it does not biodegrade. it's soft, it was originally meant as a synthetic silk and it's nice. lyocell and tencel are viscose with branding, but tencel is afaik the most enviromentally friendly manufactoring among those. bamboo fiber also falls into this category. it breaths, it's soft, it also can wrinkle, it wears out faster than for example cotton Linen: probably the best fiber for the enviroment, particulary if you live somewhere where cotton does not grow naturally. it breaths like a gentle breeze, it deals with water like the plant is still alive and it shields from the sun. which is why it's a popular fiber in like italy and india. but: it's wrinkly as fuck, you absolutely have to iron it, like 100%, it doesn't take to prints and it feels coarse except if you have the real high quality stuff, it also usually has that wobbly texture that not everyone likes. if it says hemp, it's a hemp linen. also, if you want the best shit for hot weater: jersey linen, it looks kind of sad as a fabric, but it's soft, doesn't wrinkle as badly and it's soooo good in the sun. Wool: keeps you warm, but usually not sweaty, since it breaths, deals with odors like there's no tmr, you rarely if ever need to wash like a 100% wool sweater if you don't get it dirty. washing it is a pain. it usually takes a long time to feel wet and even longer to dry out completely again. lots of different kinds of wools, some slightly softer, some more durable and so on. really hardwearing fiber, can be recycled, but it's not ideal since it shortens the fibers. feels scratchy to a lot of people, also some people are allergic to it. it's also kinda heavy. I love it. Silk: I do not have enough experience with silk, it's soft and shiny. It looks real pretty. people have done amazing things with this. Leather: animal skin, good quality leather is really hardwearing when properly taken care of and can basically last several generations Pleater: plastic, avoid at all costs, even if you are vegan and do not want leather, there's some plant based leather alternatives out there, but sadly, those just aren't there yet. Jersey fabrics: not a fiber, but a weave. It's a knit and thus slightly stretchy even if it's not made out of stretch fabric, tshirts are usually made out of jersey fabrics, so are hoodies. It's a knit, so you aren't supposed to hang it, fold it up. There are other fibers out there, but honestly, this is enough...

[@tessknits]

Would love to see a video about LTK and how influencers are basically just directly selling clothes now. I use it sometimes and have found higher quality brands like Olive Clothing and Lucy and Yak and I love them but it's definitely weird how much influencing has become about selling people specific clothes. P.S. the second puberty at 25 is BRUTAL

[@erinhammo9291]

matilda djerf is so in the wrong here, though. she literally built up this mindset that she is promoting slow fashion but her clothing is hard to adjust in sizing (good slow fashion brands let you adjust the sizing of the clothing over time), and is made of polyester. whether it is high or low quality doesn't matter - she could easily use satin, wool, or cotton and achieve the same effects. that being said, she does not have a copyright on the design of the pajamas unfortunately. her team stated they had a trademark, but that is completely different - it is how dupes are able to go under the radar. she would lose that battle in court. what I think it is important to note is that matilda is a businesswoman now, not a friendly girl who wants a clean-core, scanda-core lifestyle. she is selling everyone a product, a lifestyle. her clothing contradicts the ethos of that lifestyle. if you want to support sustainability and build a slow-fashion wardrobe, it begins with thrifting pieces over time, investing in good natural fibers, learning how sparsely to wash your clothes, and learning basic sewing. the lifestyle she promotes wants you to invest money into her business - but sacrifies ethos for the "look" in the process. for those of you unable to afford this, dupes are honestly fine as long as you can care for the garment long term. I know how hard it is to achieve a natural closet even at a middle class level - some people cannot afford natural fibers anymore. but if you wanted to buy the amazon dupes, you just need to learn how to care for them to last you years versus lasting you only a few days and they begin to pill or tear. what's funny is matilda's brand is actually known for doing the same thing.

[@melmclaughlan8837]

Hey, can you give me an example of clothing that you can adjust in sizing? I’ve never heard of it before and I’m curious (this might be because I mostly wear form fitting clothes lol)

[@nusskernmischung5428]

@@melmclaughlan8837 I know of old pants, where you have kind of a flap in the front and several buttons left and right to adjust to your waist size. These trousers could probably fit a lifetime, so I'm not surprised they don't do those anymore.

[@erinhammo9291]

@@melmclaughlan8837 it's hard these days with the rise of fast fashion and drop shipping, but I've found plenty of clothing in places like Dillard's and Macy's that have proper seam allowances. Which is weird, because both aren't great companies - but they have plenty of sustainable options. I think it's because their target demographic are used to tailoring their clothing. I adjust my pants, dresses, and shirts. The oldest blouse I have is 15 years old, it's just a super basic pretty flutter-sleeve, but I've let it out and taken it in a couple times!

[@erinhammo9291]

@@nusskernmischung5428 I mentioned a blouse I own, but it's pretty much any garment. As long as there is a bit of extra fabric in the seam (fast fashion cuts so close to the seam you'd have to size up, then take it in, in order for there to be extra fabric) you can adjust sizing. But old jeans were very cool!

[@melmclaughlan8837]

Thanks 😊

[@honigfuchs111]

Ugh I just LOVE the energy you give off Jordan! So genuine and funny. Giggled so many times watching this video. Not to mention your impressive research. Thank you🩷

[@iyinoluwao3393]

I'd like to add that the rising cost of living and general decline in quality of life for many, also plays into dupe culture. This was another great video!

[@taliaf.3221]

Jordan's hair is looking absolutely beautiful today

[@aislinnm.b.7458]

17:18 slow fashion brands video perhaps? 👀 not your usual video essay but color me intrigued

[@allisonsummer6817]

Was just going to ask for this!

[@rileyschmunsler3681]

I just found your account yesterday, and I absolutely love topics and talking points you bring up. Also your hair is gorgeous!

[@latifahmadooh]

I’ve always thought you looked extremely pretty, but this new hair color is just UGH! so perfect!!! *Chef’s kiss 👩🏻‍🍳😘💋*

[@sofievadskr5012]

As a danish woman living in Sweden ”scandi-core” to me just means the same shades of white and black or neutrals everywhere… I’m surprised that’s the new fancy word for what I would describe as basics. For us in Denmark it’s just because it’s against the social conduct to ”stand out” (Also called ”janteloven”), and frankly I find it boring🤷‍♀️ Life is too short to not stand out! (I see the irony that I’m wearing black in my pf pic😂)

[@suides4810]

Jesus That concept is depressing

[@sofievadskr5012]

@@suides4810 *trigger warning. Very very depressing… Some even argue its the cause of the high s*ic*de rates here. You aren’t allowed to think you are good at a subject either 🤷‍♀️ I could go on forever about that social ”law”…

[@emmy8961]

Right!! I’m Swedish and I was seriously thinking everything you said the entire video (we have “Janteloven” is in Sweden too but in Swedish it’s “Jantelagen”)

[@sofievadskr5012]

@@emmy8961 I don’t understand why it’s a desired trend😭 It’s one of the main reasons I want to leave Scandi one day… There is something so depressing about sitting at a cafe and just seeing the people all trying to blend into one big grey colored blob😭

[@mayflower2904]

I’m getting my doctorates in medicine and I think your videos are incredibly well done. It’s always great to want to improve your skills but please don’t feel insecure about your writing. It’s great!

[@sarasynfox]

I used to be one of those people who would look at quality garments that were higher priced and say they were "overpriced." It took a lot of reframing the topic to realize that I didn't mean they were overpriced, because the pricing was fair for the quality and the longevity of use of the item. The concept I was looking for was out of my budget. Just because I can't afford something doesn't mean it costs too much. It means I can't afford it, and I need to either budget for it or do without. I think there's also a challenge here. People (in my experience) are quick to tear something down that feels aspirational for them, because there's this whole idea that it's unfair someone else can have a thing and they can't, so unethical dupes get justified. If you can have the same garment for a quarter of the price, well, you want it, right? And considerations like the conditions of the garment workers and sustainability go out the window because people want to be able to participate in the fashions and the trends, and only shopping ethically, planning ahead, and buying less, but items that will last for years doesn't seem as important. It really ties into that whole FOMO thing. There really needs to be a shift in the conversation around trends and everything else. Individualism is a good thing, and chasing trends costs way more than it's worth, at least in my estimation. Of course, I've been told it's easy for me to say because I just replaced pretty much my entire wardrobe and the style I happened to pick just happen to be really on trend this year. I've faced criticism for that. In truth I've been attempting to dress this way for years, and now I'm finally in a financial position to do so. If it's trending, I guess that's cool, but it's meant reframing my mentality. If something is trendy and popular I'm actually less likely to buy it in favor of less popular things, mostly because that's where you get the most honest reviews and can ensure the quality of items. Things that are all the rage, that's when you never know if you're paying a premium for something that's not worth it, just because it happens to be on trend at the time.

[@nim_19]

That’s it exactly 🥹

[@melowlw8638]

i wont lie part of me clicking on the thumbnail is bc of jordan's hair holy shit it looks so fucking good im kind of in awe???? also u talking abt a smell that takes u back made my french ass go "omfg madeleine de proust" but its the XXIrst century equivalent lmao

[@l.1020]

Jordan I don’t know what’s happening but you were so joyful and just in a lovely mood this video, the good vibes hit me and I was laughing along with you 🥰 nice to see you happy and I hope you’re always having a great time like this😌

[@oliviajenkinson2026]

omg love the new hair so much jordan!!! the short hair with the curl is *chef's kiss*

[@inventedcool1076]

Loooove your hair! It always feels like we’re chatting over coffee… ty for not editing your personality away, you come off so funny and relatable. ❤

[@intothemystic5223]

Im a seller on a reselling site (PM) and soooo many sellers will buy jewelry from Shein, etc., in bulk and sell it as expensive jewelry. It's sad seeing how many people fall for it.

[@riumherba]

Jordan you look so happy in this video !! it makes me smile

[@bokamosomokoena6523]

Isn't it scary how we went from normal trend cycles to mivro trends and now seemingly have no trends at all like with djerf avenue they are popular because their clothing is non seasonal and staple pieces in wardrobes it's just weird how i haven't seen a popular skirt or aesthetic in a while

[@amber6930]

Jordan STUNS in new video! Also as I deleted Tiktok earlier this yr I missed this Djerf drama, you’re doing gods work keeping the fashion girlies up to date on YT x

[@timemachineto2009]

10:50 I think the rise of trends and more recently microtrends has contributed to this as well, because a lot of people who have grown into this space are conditioned to think that they're only going to wear the item of clothing once, or that they can't be an "outfit repeater"; when in actuality like a good pair of jeans should last you YEARS if you still fit into them. Clothes are supposed to be an investment.

[@BroeyDeschanel]

was not expecting a Rehash plug in here :') love your videos! xx

[@elliebywater3945]

omg Jordan your HAIR! it's so beautiful. Love every video you make btw :)

[@elektracute2777]

I did work placement with a then famous high street brand's design department. It was ok to scan a print and then draw over it yourself. It was also common to copy a design and just change the measurements. There needs to be some minor differences to not be "copied". Not sure what the laws are now, since I work in the retail side.

[@bimpadimp]

something very frustrating to me is when people come at a small business for being "overpriced" instead of just seeing they can't afford something and moving on. the things we see as the norm, across industries, tend to be vastly underpriced because of cheap labor, and it sucks that trying to consume ethically is so highly paywalled but it feels distasteful when middle-to-upper class westerners point at something independently and ethically made and compare it to something mass produced in an overseas factory and go "the small business is clearly the party deserving more criticism here"

[@Brittanysplittany]

About the polyester thing - this is why it’s so important to have media literacy! We need to think critically about what information we hear online. Also to think about what the person giving the information might be gaining (ie. views and clicks) by providing this “information.”

[@spokenme08]

I shop brands that are considered fast fashion but I've had pieces for years.The early 2010s trends that have come back? I have items from then that I still wear.Some t-shirts become cleaning/lounging shirts and then rags.I've lost 15% of my body weight so I have had let things go that I can't make work anymore.

[@bugzilly]

while lyocell/tencel/rayon are biodegradable and therefore better than polyester (and other plastic fibers), the process of turning the bamboo into usable fibers for clothing is actually massively polluting. just to jump in on the rayon propaganda that gets spread around lol

[@rachelsmyth9854]

This made me so aware of how I view dupes - like I just beat the system by finding a cheaper alternative and it has not once occurred to me the reason why the original is cheaper. I’ll definitely be more mindful from now onn! Also - not sure if you already have a video on this but I’d love to see you talk about why we just buy things that are trendy , and the decline of actually liking clothes etc. Like I was convinced I wanted Uggs and then I realised I don’t even like them.. we’ve all become so similar it’s scary. even the bloody white Nike socks with the tick I even conform to society by what socks I wear 😭😭😭

[@b_arose]

Also in the best way, i feel like this video is the most SLAY you have ever looked, the hair, makeup, overall style is just glowing and giving all the good vibes

[@dancindancindancing]

when i heard about the controversy i was like "i totally think Matilda is right for now wanting people to promote like exact replicas of the pajama pattern"

[@RyanBartlitt]

One of my favorite commentary channels 🩵🫶🏼🩵

[@mindingpeople]

Okay, I have to tell you this. I was so surprised to hear that you didn't go to university, because I was so sure you did some social study! The video's you made about certain theories were so well-thought out and you did such great research that I was convinced you were studying something at a university, because of how well you presented everything. So it is definitely clear that you are very smart and have great research and writing skills and the fact that you taught that yourself is amazing! ❤

[@konstantina9876]

I love your videos SO much, because you talk about topics I've completely missed, but you explain it SO well that I never feel stupid in any way

[@gabyviz]

Off topic but girl your hair looks amazing! So chic, love it 🤍

[@Thisisshxron]

Can I just say that your hair color is amazing! You look so beautiful Jordan! The black top, winged eyeliner, and the hair is such a classic look 😍

[@Gigi44_Bookworm]

I think more sustainable brands need to have prices that are affordable and sustainable in addition to a larger size range. As someone who wears a size 18-20 most brands that promote sustainability don’t offer my size or are in a price range I can not afford. As a full time independent college student and full time retail worker. Buying clothes that are 70-100 dollars for blouses and slacks or jeans and casual tops isn’t something I can afford to pay. Sustainable clothing is great and I wish I could buy staple clothing items from these brands.

[@boggrl]

Jordan, your media is top notch- you effectively synthesize and communicate on a wide breadth of social topics in a way that's fun, fresh, and accessible. I work in the planetary science field, and often review essays from professors and folks with PhD's... all I can say is OOF. I read their writing and have to wonder how some of them got through life, let alone their dissertation. I think that your video essays could be used as examples in Uni courses on effective and engaging educational media. Please know that you're head and shoulders above most when it comes to writing, including those with a higher education. Thank you for your authenticity, and for putting so much heart into your videos!! xxxx

[@bungleeb]

Your hair in this is absolutely stunning babes

[@AvaCalva]

uploaded right when I start my lunch you’re an angel

[@amadeajoann]

j discovered your channel and have been watching everyday ever since, and here i am now looking for another video to watch😂 thank youu for yourr videos !!!

[@internetspookies]

i think there’s something really important being ignored here which is that like, sustainable fashion prices are not accessible. I can’t spend a third of my paycheck on an item of clothing, most of which don’t include plus sizes. I mean don’t get me wrong, i thrift, and i dislike fast fashion, but genuinely getting clothes that actually fit is a nightmare. Especially on my budget.

[@washambiswimp714]

YUP I'm not plus sized but I am tall and I run into the same issue. Secondhand stores just do not have anything that's appealing, salvageable, and sized in any specialty sizing (plus, tall, petite). Getting _new_ clothing is hard enough as is

[@anamarijabogataj2529]

I love your takes Jordan and am really happy everytime you post!

[@comfycozycafe]

everything is a cycle of copying someone and then accusing someone else of copying you. there’s no such thing as an original thought anymore i fear

[@mariabrown6926]

Ok Jordan this new hair colour EATS 😍😍😍

[@QUEERVEEART]

are you happier or something? this video just feels different! like you are normally shining but this video even more so, and idk you just seem so joyful its making me feel happy just watching this video lol your laugh is so genuine!

[@MeeraDahlmann]

i absolutely LOVE your videos! have you ever looked into luxury brands/consumerism and their marketing towards the middle class vs. the kinds of brands that extremely rich people actually buy? I would love to hear your take on that topic!!

[@cranapplejam]

your hair looks amaaaaazing in this video!

[@harsheh]

your new hair is my religion 🛐

[@linaporcelijn124]

totally off topic but your hair looks STUNNING omg!!!!!

[@Anna-hd5wm]

just here freshing up some old tea 👁

[@sagajohansson3110]

Scandi core should be called ”Stockholm rich people core”. Yes we Swedes are very minimalistic in our outfits and we wear a lot of beige, black and white. But most people don’t dress like that.