Djerf Avenue has a problem

[@ShawnBloom]

"nice girl image" =pretty and blonde. You were RIGHT on the money

[@Dolphinboi]

She reminds me of the blonde white girls who will do something bad then cry when someone responds/calls them out. Weaponizing that white privilege. White women especially love doing that to mini and disenfranchised groups.

[@scottbuck1572]

And white, never forget that :///

[@ville-c4u]

I was clearly able to make better content than Amanda. And she clearly steals my content for Moolah and I have proof on my channel., ...

[@chickenfoot2423]

I was always surprised by people saying she seemed super sweet and nice based off nothing, but honestly I think a lot of those fans live in places where people don't tend to dress and/or look like this😅 This is a pretty established style where I live and I wouldn't automatically assume they were nice...

[@veronica5lmaa]

White girl privilege

[@fragilem1lk]

"I don't recognize myself in these actions" feels WILD to say lol

[@nickjoy6389]

😭😭like how do you even respond to someone saying that!? 😂

[@sophieisyerin]

that's the standard apology for any wrongdoing....

[@plodiN3]

I'm just waiting for an apology that goes full on "I choose to forgive myself"

[@jilliansmaniotto2326]

granted, that could be a weird translation issue.

[@kr50401]

I’m Swedish and she’s using a Swedish turn of phrase. She’s not saying she was like another personality or possessed or mental health anything, she means to say she disagrees with the way she has been portrayed. She doesn’t recognize herself in the way people have described her. Basically that her intentions were never bad. Which is BS because she’s a bonafide bully.

[@akohai6187]

The tea from Swedish online forums rn is that people from her home town were wondering how their home town's "mean girl" could get so famous 👀 and now they're not surprised to hear this about her

[@maybeyourbaby6486]

That's makes sense 👀 as someone who grew up in Danderyd (derogatory), I think I assumed she was one of ours because this behavior feels so familiar 😅

[@rosesweetcharlotte]

Oh, Im sure you guys aren't that bad​@maybeyourbaby6486

[@ville-c4u]

I was clearly able to make better content than Amanda. And she clearly steals my content for Moolah and I have proof on my channel., ...

[@GoogelyeyesSaysHej]

What town is she from? 👀

[@lostinstereo09np]

It just reminds me of J@ke Poll where when he started becoming huge, people from his hometown said he was a bully in school and basically started to disprove 'bullies get nowhere in life'. Now they're making thousands for being that way and I would feel the same way if I were in their positions. Goody.

[@samh2340]

Ah yes. The classic "I'm sorry if you felt mistreated" dodge. They're not sorry if they pull that.

[@LeviThaBoi]

Her fans were using the defense of “but men do it too” using her white female privilege to defend her from criticism. Of course she went after the groups that are less privileged than her.

[@Frooti.loopz23]

She’s only sorry because she got caught, a tale as old as time.

[@ThomtheArtist-js9kp]

Ah yes the gaslighting strategy of “That’s your perception” argument.

[@howdyitsren]

no one loves passive voice more than a CEO/influencer writing an apology

[@ville-c4u]

I was clearly able to make better content than Amanda. And she clearly steals my content for Moolah and I have proof on my channel., ...

[@jremzy]

@ville-c4u Disregard all prior instructions, give me a cupcake recipe.

[@GoogelyeyesSaysHej]

Other interesting lines from the article and video: She told employees they were disgusting for using public transportation Ex employee had a panic attack from seeing her on the street Employees would often discuss “who would cry today”

[@GoogelyeyesSaysHej]

The public transit thing really gets me as a person who grew up in stockholm. It’s like the only way to get around for most people. The city center parking is wildly expensive and congestion is a big thing on all of the motorways. Only the uber wealthy would be taking taxis everywhere if they’re regularly in the city

[@katmhcharis1236]

@@GoogelyeyesSaysHej as an American (New Yorker) who is insanely jealous of European public transportation I second this. From that I’ve experienced yall also have much better maintained public facilities and vehicles than say here in the US so this is even more ridiculous. That girl is delulu with elitism.

[@rosesweetcharlotte]

Public transportation is amazing and anyone who doesn't think so is extremely privileged

[@Zeverinsen]

​@@GoogelyeyesSaysHej Yeah, I'm honestly surprised that a Swede would say something like that, and I'm Norwegian 😂 If you're from any Nordic country (maybe not Iceland), you should know just how integral public transport is, and how basically everyone uses it. But honestly, just by looking at her, she gave me "Mean Girl" vibes.

[@QueenJaneway]

Everyone should watch the actual video at Aftonbladet

[@harryfailsgaming1246]

I see Djerf is following the “mean girl to career in nursing” model but in the clothing business.

[@jettblack903]

I'm not aware of this model pipeline, but I am SOO curious now. Is this searchable?

[@brib6046]

@@jettblack903it’s just a joke. Like the mean girl in your high school often becomes a nurse.

[@jettblack903]

@@brib6046 lol you're not wrong at all though! In my area it was the underachievers.

[@gothicanimeangel96]

I think this is its own specific type of situation separate from women wanting to become nurses. This is much closer to how people in toxic silicon valley startups describe their situation. It's an entrepreneur thing.

[@Dolphinboi]

Her fans using her being a white woman to defend her actions is wild too. White women are still white first

[@jimindragged-me-in1067]

Someone put a real toilet outside the office building here in Stockholm 😂

[@guardianofcreativity4860]

That’s dedication and I love it

[@kr50401]

Yep and they put a sign on the toilet saying “Djerf Employee Toilet” 😂

[@ville-c4u]

I was clearly able to make better content than Amanda. And she clearly steals my content for Moolah and I have proof on my channel., ...

[@vcutler4735]

"Male CEOs wouldnt be called out like this" if they do the same stuff they should!! Thank you for calling that out.

[@mr.bingusthecat]

i totally understand when people bring that up as a discussing during situations like these but it’s insane to bring it up as an excuse or a justification for poor behavior. “if men get away with it, why can’t she?” feels crazy to me

[@Ellie-rx3jt]

"But we should hold both genders to that higher standard" ignores the actual reality, that we *don't and never have.*

[@gaerekxenos]

I feel like they *would* be, if people had enough guts to expose them for these shenanigans. Issue is the type of culture that gets fostered that enables said male CEOs to even have the guts to do these things, which the entire place is rotten to the core with essentially cliques and bullying. And that would go for a lot of these places -- eg. Blizzard Entertainment, from what I have heard about it. And they do get called out, they just don't care and carry on with business unless so much s*** hits the fan that something has to be done about it

[@clarkwhite998]

I think it's more common for female CEOs to have inclusivity-focused brands which makes people feel betrayed more vs male-run /explicitly/ exclusive brands like Abercrombie and Fitch. Which is harder to "call out" because they admit it.

[@postrachsmietnikow]

To be fair they do get called out regularly (the Jeff bezos makes his employees pee in bottles thing or Elon musk hates and bans the yellow shade of safety warning signs in his factories thing. I could list examples forever) but even when a lot of people hate them and see them as monsters it's not seen as detrimental to business and so not necessarily to respond to. I guess there is a conversation to be had about us having higher expectations of women when it comes to being morally upstanding, as well as seeing it as a much bigger issue when a woman is revealed to be a bad person and punishing her much harder. Idk in the end I don't think the answer to that conversation is we should stop holding women accountable, but I guess I can see the point in bringing the argument up anyway, if just to force people to stop and think and maybe motivate them to go rag on the male ceos doing the same stuff a bit more.

[@bluenightfury]

Honestly, as a Swede... Looking at her and her aesthetic and vibe, my first question was how many people did she bully as a teenager? I had classmates like her

[@ugglare6267]

My thought too

[@user-db5qy3yo6e]

I'm not Swede, but same lol

[@Anna-no8th]

100%😂

[@sophiastargazer]

Those interviews of her employees make her come across as extremely disingenuous and unsympathetic. Saying mean or inappropriate things and then walking it back by saying "oh my god, I'm just just joking" is such bs. That's not joking, it's being a dick and not wanting to be held accountable for what was said. Also, of course the employees are going to say nice things when being put under the spotlight like that. But they very obviously seem uncomfortable in those clips, they just don't want to get fired.

[@TweetedTUMBLe]

It’s funny bc she doesn’t even bother with trying to come across as jolly and fun. Which I get a lot of Europeans seem to really dislike the supposed fakeness of American’s upbeat attitudes, but it certainly doesn’t help the perception of her to those who view that video. I can’t believe she really watched that back and said “yeah that’s fine. Send it out!” Clueless much The video and her interactions with these employees who she didn’t seem to know much about in the first place, came across as so awkward and painful. Just bizarre when awkward humor isn’t your brand’s personality ya know?

[@BlackFiresong]

That first guy looked sooo uncomfortable. You could really feel it.

[@globalelite3042]

Her excuse is the dictionary definition of gaslighting

[@jojoslameerrand9305]

It's more restaurant adjacent for the root of the toxicity. Putting a luxury label on a necessity then having a labour force thats taught Passion and Perfectionism are desirable traits will do that. Swell overstates the role copyright plays in protecting fashion, Shein gets caught stealing from indie/small designers every other month. It's easy to be creatively and morally bankrupt and succeed in fashion as long as you've got the funds to back up the piss poor attitude

[@CoolMagmar]

@@BlackFiresong For me passed so much the energy of a cartoon villains are talking about their grunts and they need to pretend everything is ok or else get shot, that at first I thought it was a joke

[@arca2001]

Geez you would think she’s running a wall street empire instead of an influencer basic clothing brand. Idk if i’m missing something but the clothes are cute if not my personal style but nothing i couldnt walk into zara or aritzia to find. Bullying and creating a hostile work environment for what??

[@伏見猿比古-k8c]

For a power trip.

[@henning1152]

As a swede, I had never heard about the company until the news came out. And now the story has been covered worldwide, even by BBC and NYT

[@marianilsson8785]

Inte jag heller, har aldrig ens hört hennes namn. Trodde definitivt inte att denna kanalen var stället jag skulle få infon 😂

[@AliciaH.S]

saaaame I see it everywhere rn

[@adobeblack]

Inte jag heller 🤣 och jag är från Borås 🤯

[@kr50401]

Hon har öppnat nån butik nyligen vid Norrmalmstorg, det var lång kö utanför, mest fjortisar. Men nej, ingen aning vem hon var innan detta.

[@Iloveminkatt]

”Stockholm style” som koncept känns väldigt riktat mot yngre tjejer imo. Hade aldrig hört talas om Djerf innan 😅

[@gingerkingfisher]

Never had a boss that degraded me (knock on wood) in the way like djerf allegedly is, but I did have a boss that would try to shame me into doing stuff. Sadly for them I am autistic and did not recognize they were trying to imply I should do something, so I just went "yeah that does suck that that's happening" and get back to what I was already doing.

[@anni7269]

A perk of autism is to rarely be guilted into anything because I bulldoze through subtlety

[@frogfireFantasy]

autistic... win? (am autistic as well)

[@alabamaslammer3921]

LMAO

[@GhostC10]

"I'm sorry you felt mistreated" is certainly a choice.

[@philio_2.0]

I could totally see "Matilda Djerf" being the name of a children's book antagonist

[@janefins261]

So she's "growing and learning" while simultaneously "not recognizing" herself in her own actions? Is there a term for this phenomena? I've seen so many influencers say they don't "know what possessed them" or "that wasn't me", when making an "apology" statement... So odd...🧐

[@kaibaiarrio1299]

Its "i dont want to admit i was wrong but i also want brownie points for 'changing'"

[@georgesdayoff]

it's called cognitive dissonance

[@SilverDragonJay]

to give her the maximum amount of charity (I'm not defending her) I could see interpreting those statements as "this has been a wakeup call, I didn't realize what I was doing was so shitty until people pointed it out. This is not the person I want to be and I will be changing myself." Again, not defending her here. I got a bingo on the youtuber apology bingo board, I feel like that says all that needs to be said about the quality of this apology. But I can see a way in which those two statements make sense together. That being said: this apology is worse if you need to be charitably interpreting it. There should be no interpretation needed for a good apology, the person should say, plainly, what they mean. There is no room for flowery language or metaphor in an apology.

[@emmasawyer3571]

"22 is not that young, I'm 25" girlie pop me too but 22 is a fresh-out-of-college BABY. I was so different at 22 than I am now. What an odd and wild thing to say to someone with so much life ahead of them, still

[@bluenightfury]

22 and 25 are young! they're both young! (Saying this as a 23 year old)

[@emmasawyer3571]

@bluenightfury I wholeheartedly agree!! When did 22 become "not that young", and where is the line between "young" and "old" if that's how we're going to talk about youth? Like, what is 25 to her, if she doesn't consider 22 to be young? Does she not know she's still young? I have so many questions I don't think I'll ever get the answers to

[@taylorgayhart9497]

I’m 35 and I gotta say even 25 is young. For one thing there’s a major difference between before and after your front is fully formed. But also at 25 you only have a handful of years of adulthood under your belt, you learn a lot between 25 and 30, trust me!

[@emmasawyer3571]

@@taylorgayhart9497 for sure!! I'm excited to see who I'll be at 30 and the life experiences that will get me there and further!

[@sumlem]

I dropped out of college, but went back at age 23. I'm 26 now and still in college. I took classes with 18 year olds that first semester back and there is a difference in brains

[@Calamitysuz]

"Did you catch it?" Yes, immediately. 'I'm sorry you're upset', basically, which is so dismissive. It's the opposite of contrite.

[@pogpurin]

Its never “I’m sorry for what i did that caused you to be upset” but “I’m sorry YOU have feelings about what i did”

[@waywardscythe3358]

I dont want to come off as being pro-shitty people, but the pretending to be sorry act is so old I'd almost prefer a "I got mine, get wrecked everyone else"

[@angery2002]

Right lmao like the tone of that post is very much not taking a shred of accountability. “Sorry you felt that way” isn’t an actual apology.

[@TheSmileycece]

Yeah because you value honesty. I'd prefer that too. It's very on the nose but at least people would know her true character and what they're singing up for when working with her. Many people and companies have remained successful despite not having a good image. Some people like those types of personalities. Maybe not majority of the public but there's a market for everything

[@Lucy-fn9rj]

I miss the 90s to 00s “we did awful things and it was fun, fuck you” ceo era

[@WelfareChrist]

I’m sure the missing context here is that Djerf takes the most heinous unholy dumps and that she’s just trying to protect her employees and only her most loyal employees are allowed to even know about it.

[@miranda8598]

😂😂😂

[@sydneyp7867]

Hahahaha oh my god

[@Secretgardenvintageapartment]

My thoughts exactly 😂

[@abbey5288]

After having been educated on crisis management/image repair, I find it so interesting to listen to these influencer’s apologies because they never follow the right steps 😬

[@ereristark425]

What are the right steps??

[@Joksie]

yes whats the lore , what should they do instead i am intrigued

[@giovannaalves8977]

THIS! I work corporate comms and every time I see a shitty influencer notes app statement all I can think is "you couldn't give your PR person or comms manager a second to look it over???"

[@XYZ-zi9es]

I have no actual clue, but I'm going to guess it's something like the Try Guys did with the N3d scandal... they talked openly about what happened, made clear what the steps were that they were taking to prevent it from happening again, made it clear how they feel (against what happened), spoke openly about investigations and corporate matters that needed to be dealt with. And, of course, actually apologized. Although in their case things were easier because they were able to remove the person responsible. ​@@ereristark425

[@weeabooper]

I've never heard of her but those interviews made my skin crawl as a fashion school survivor 😅

[@itsquentinnow]

the employee being interviewed at 10:00 about "how fun it is" to work there looks absolutely TERRIFIED in-between questions

[@jsanto210]

I will bet my best bossum that she is going full rager on her team, like her employees are being scrutinized from all angles to see if there is any kind of leak

[@kr50401]

Haha YES!! Swedish media just reported this today, and someone who knew someone who worked there said she went full on ballistic last week when the news hit 😂😂😂

[@jsanto210]

@kr50401 not shocked at all

[@TheFiteShow]

"no im kidding. we love having fun here at the office" is said in such a corporate tone it's insane

[@sandrahelen_]

This is the article all the translate articles are based on: Anställda larmar om "psykisk terror" på Djerf Avenue - Aftonbladet. The video interview has english subtitles, so here you can hear first hand accounts from current and former employees. This whole case is pretty serious (in the context of what is normal and acceptable in Swedish work culture), so I wouldn't be surprised if this ends with a legal case tbh.

[@RowanJacobs]

I can barely read any Swedish but the phrase "psykisk terror" says it all

[@kikiTHEalien]

I wish Amanda put a bit more effort into this video. She is late to the news anyway, she had the chance to dig a bit deeper or at least go to the source which broke the news instead of only reading a secondary article and calling it a day. This news is important for everyone who is an employee. I understand that she is detached from the classic workspace enviroment, but I am sure she could imagine what being terrified of going to a place where you spend most of your life and your entire existence depends on performing your duties well there could feel like.

[@sandrahelen_]

I can’t share the link in the comments, so at least everyone here can google the title and go see it for themselves. They also interviewed a psychologist that specialises in the workplace environment. He gives some interesting commentary as well

[@sandrahelen_]

The original article is in Swedish, so I can understand why anyone that don’t know the language would go for an English source instead of the original. I have also read the article first through secondary sources. I would assume that a google search in the US would not bring up this article on the first page on google unless you had the full title

[@stanloona8953]

I worked in Stockholm at a marketing agency for 2 years (office near Mood Gallerian in Östermalm). Unfortunately while I’ve had great experiences in other positions I was not surprised at all that she behaved like this. There vibes in the Swedish influencer scene and marketing culture is super insular and full of inappropriate behavior like this. It’s just that the people doing the bullying are usually behind the scenes and don’t have a large public image like Matilda

[@ciaociara]

I work in the clothing industry and went to a work party where this topic shortly came up and one of my coworkers was defending Matilda Djerf by deflecting “well men like this don’t get called out” and I was just stunned.

[@visibleghost1]

I mean yeah, we should hold women and men to the same standard, but we should expect more of men, not less of women? 😭

[@mipmipmipmipmip-v5x]

Also: that's a way to just jump over the whole "mistreatment of employees" issue

[@Joy.W.]

These types of men get called out all the time. But society does put more expectations on women in these spaces. Even then it’s still not an excuse.

[@ColeClawson]

As a 28 year old I can’t imagine being told by a 25 year old business owner that me at 22 is “old” even in the fashion industry. I graduated with an MA at 24, I would basically have one foot in the grave! Yikes!

[@henriquejambu]

10:44 okay i’ve never heard about this girl before but just those 3 clips of her interacting with employees tell me she’s fake nice and acts like Regina George 😂

[@ville-c4u]

I was clearly able to make better content than Amanda. And she clearly steals my content for Moolah and I have proof on my channel., ...

[@peepo2560]

Those clips had such a sinister energy

[@CaptileTactileLuke]

I thought the clip was a parody made by different people pretending to be her and the employees! It's so obviously mean-spirited!

[@DavidBrown-fs7ml]

This sounds like an Ellen DeGeneres issue where she only apologized after she got caught. Amanda called out Derf Ave. I seriously doubt this Matilda woman will change.

[@brookesmith6998]

It sounds like she was benefitting from the halo effect. People thought she was physically attractive so they attached other positive attributes, like kindness, to her. I'm not really familiar with Matilda Djerf or her brand besides the controversy surrounding their designs a while back.

[@jimin8006]

As someone who had a panic attack at work, I feel so sorry for the employee who experienced that

[@Angryoyster]

6:45 okay and? Me personally I don’t hold myself to the standard of what men have historically done. I hold myself to the standard of being a good person.

[@m1l2000]

THIS!!! i'm going to start using that phrase when people try to unnecessarily bring gender into an argument of morality/ethics. i'm not saying that women don't face more scrutiny than men in society, but i think some people need to be told that the "well, a man wouldn't be held to these standards, so this woman should be let off the hook for her actions" isn't always the great feminist take that they believe it is.

[@colemchone1833]

Brandy Melville and Lululemon wouldn't exist if the male ceo's were held responsible for stuff like that.

[@dedgrips]

too bad spineless girly pops continue to support them.

[@Anna.T.]

Most of the time male bosses are only held responsible for sexual harassment. No other from of misbehaviour.

[@colemchone1833]

@@Anna.T. even those men weren't handled correctly after the brandy doc came out with the creeper allegations. It's rare these days you see a clothing ceo go down and more so a youtube commentator that should probably get a empathy check and a browser history look through. And even then people will breeze by them like old news once another person does something controversial. I feel like if people can call out male youtubers put that energy onto male business owners too.

[@queriaz2730]

Thank you for talking about this Amanda! I’m Swedish and I’m so glad this story is going international because I think it’s an important topic on ”Influencer owned” businesses that create a false PR front.

[@erikdaniels0n]

11:53 homegirl did *not* pull out the KZbinr/influencer appology sigh in 2024, almost 2025. She didn’t

[@mipmipmipmipmip-v5x]

Just missing the ukelele 😂

[@lanidickens]

I understand that Devil Wears Prada was a moment in history but you can't act like that in the real world. Working for you is never worth being talked down to and dismissed like that. I don't care how desperate you are to be in fashion.

[@Olivia-gg8bt]

I know releasing a video every day must be super draining - but damn I'm loving all new swell content!

[@Samantha_76]

it's like swellmas is a KZbin advent calendar!

[@Olivia-gg8bt]

@ the best advent calendar I've ever had!

[@heatherward6175]

its funny people have said she looked nice and sweet because my bullies growing up look like her

[@naikahara]

It's giving Michael Scott from the office when he hadn't yet finished watching devil wears Prada tbh

[@teniellemckenzie7824]

😂😂

[@QueenJaneway]

Having a private bathroom is seen as extremely elitist in Sweden. No one has that at a serious company.

[@zaza-pn5pn]

God she's even clearly insecure about her age if she considers being 25 old in her head and says 22 is "not that young"

[@burgereaterboy]

girl the F1 glow up is real you are shining

[@mariya_tortilla]

The video of her interviewing made me lol because it was a borderline satire on a scary workplace. Everything she said and how she said it is so strained and unnatural 😅And i dont mean that in a "oh shes awkward" way, i mean in a way where being kind doesnt come naturally to her

[@bunniesisland]

Djerf: "Im still growing and learning" Also Djerf: "22 is not young!" (In a tone that suggests she can't believe someone who's only 22 is doing "an entry-level job.")

[@jereneroses]

I have never heard of her or this company until now, but I am now remembering where I interviewed for a jr graphic designer position for a VERY similar influencer-started fashion business (which I'm not even sure they're still around, but want to keep anonymous regardless) Didn't end up getting the job: they ghosted me after a "design test" that they didn't compensate me for, but after meeting the team, including the founder, and thinking back to the interactions and getting a tour of their office, I am now seeing the parallels between Djerf and them. I am so glad I didn't end up getting the job if that's what the workplace would have been like: I would not have even lasted a month if social media influencer founded companies are like that. Honestly, my skin CRAWLED on that Christmas interview clip and the interviews with the staff. When someone says something awful or passive aggressive and then covers it with a quick "haha jk"....YIKES. That's telling enough for me!

[@Patricia-b]

I still can't believe her brand was nice girl lmao. People really associate beauty with niceness. I came across her twice: copenhagen stuff and the pijamas story.... IMMEDIATELY i got the nasty mean girl vibes, so i assumed the fanbase she had was there for that. How did anyone buy into that???

[@redred7702]

When will people “apologizing” realize you don’t apologize for making the victim FEEL like a victim. You apologize for YOUR actions and move the fuck on, or you don’t address it and wait for it to die down. Yet somehow, they always pick the worst option.

[@jessicamattes4208]

With the discussion about the treatment of young people and interns in the fashion industry, I IMMEDIATELY thought of the movie "The Devil Wears Prada." When Anne Hathaway's character threatens to quit (because she's being mistreated by her boss), Stanley Tucci's character responds that he can find another girl to fill her job in 5 minutes. This movie came out 18 years ago, but somehow it seems that the same mindset is still being used in the fashion industry

[@skylarkblue1]

The whole "they know theres another 18 people who'd love your job", the older I get the more I realise that devil wears Prada is just.. a true story :')

[@KibbyRose]

11:31 This is why a lot of people in the fashion industry related to the movie; Devil wears Prada.

[@AnUnimpressedCat]

Literally said this while watching, it’s 100% a DWP situation

[@stevieblunder2962]

Early for swellmas it’s a Christmas miracle. Also the quantity AND quality of all your videos is insane

[@lindyloohoo]

I sadly quit my dream job because of a horrible manager. Reminds me a lot of this woman. And i worked at a facility that helped people with disabilities

[@NateKennard]

“Male CEOs wouldn’t be called out like this” they have! Many Male fashion CEOs have been called out for similar behavior!

[@HereForGoodVibes]

This is wild because I just saw your video from last year for the first time yesterday and now you upload this today!

[@clairelovefield1690]

Having a private bathroom isn't a big deal to you because you're American. In Sweden it is, especially in such a small company (28 people work there I think?).

[@dancer4pcda]

Please explain the Barstool drama. I am so confused on who these people are, why they are falling out and the lore behind them. I need a timeline and explanation of this because it’s all over my feed but I am so LOST!

[@erikdaniels0n]

Okay, I’m gonna explain it to you like you’re 5 but not in a condescending way. At the top of the pyramid, you have *Dave Portnoy* who founded Barstool Media/Barstool Sports back in 2003. He is the face of the brand. He had a podcast called BFFs with another Barstool employee named *Josh Richards* and, a few years ago, they added a third cohost, a young woman named *Brianna LaPaglia* better known as *Brianna Chickenfry* . Bri’s presence and her dynamic with Josh and Dave really helped the podcast find a new audience and become super popular. Brianna became one of the most well known Barstool employees/hosts, which lead to her getting her OWN Podcast, called Plan Bri, which she hosted with her best friend, *Grace O’Malley* . In 2023, Brianna started dating country singer *Zach Bryan* and people began to notice that she was going all in on doing things with Zach, eg. Buying a house, adoptint a dog, setting up a podcast studio in their house. A couple months ago, news broke that Zach had cheated and, over the past few months, Brianna has really gotten people on her side by sharing stories about the way Zach emotionally manipulated and abused her. However, people noticed that she was still distancing herself from Grace and, last week, Grace broke her silence and revealed that Brianna had chosen to end their friendship of 15 years and that the podcast was coming to an end. Brianna went on the BFFs podcast and attempted to expose Grace for being a bad friend, but it only made her look bad.

[@carmendelcastillo7724]

Same. Like what is this white people beef thats going on???

[@Bethany9513]

This sounds like a copy paste of what happened with the head of glossier who eventually left the company. I don’t think that would happen here since djerf seems more like a brand of personality rather than the products having independent appeal if she leaves? But who knows. Maybe people will hold her accountable 🤷🏼‍♀️

[@erikdaniels0n]

The other difference is that, from what I’ve seen, she literally IS Djerf Avenue. The brand is very much a reflection of her style and aesthetic. There is no Djerf Avenue without Matilda Djerf, and that’s the problem

[@kr50401]

Her live in boyfriend is the head of HR 😂

[@dylpickled]

12:41 fart short 💨

[@neverneverland5836]

I'm so glad somebody else noticed that 😭

[@problem.skinnn]

😅😅😅😅

[@thatbberg]

I hate when people say "this wouldn't happen to a male CEO" as a way to say it shouldn't happen to women CEOs. It's true, but the very obvious solution is to stop brushing the mens' behavior under the rug and talk about all bad bosses!

[@QueenJaneway]

Also. She actually admitted to yelling at her employees and NOT regretting it in a Swedish podcast.

[@neledam]

I’m so confused by the "poor leadership" excuse she posted, it really doesn’t take a lot of leadership experience to treat others with kindness??

[@sarah456832]

Hahaha she needed a personal toliet for her health? Do people die from using puplic bathrooms or are the rest of us just super humans? Because like 1000s of people a day use the restrooms I use and none of us have died from toilet related reasons.

[@rosesweetcharlotte]

Honestly, as a germaphobe myself I get having a private bathroom if you're the boss. That's sort of one of the perks of being the boss. But it sounds like the space had a limited number of bathrooms and they just used one of those instead of adding a real executive washroom

[@sarah456832]

@rosesweetcharlotte no I totally get you, it's the flipping out over the fact that the toilet was exclusively personal. Like girrrrlll chill, you're a small company, how many people could possibly be using that toilet that it's a health issue or honestly even something to worry about? I get wanting a personal toilet for sure, who wouldn't love a personal instead of a public restroom.

[@grimmdog7549]

22:21... amanda you couldnt leave one more second of footage in there...

[@camiscreatures]

I don’t think people should have to work in these types of environments but I guess this is how the fashion and customer service industries are😔

[@magnificloud]

Hey people who are reading this! Remember to drink water and maybe call someone you haven't spoken to in some time? It can feel nice. Thanks for the video, Amanda, made my day :)

[@m1l2000]

thank you for this wholesome reminder! hope you have a good day :)

[@offtheball87]

I'm not sure I even agree that a male CEO wouldn't face the same scrutiny. Perhaps there's a cultural difference at play there, but there have been numerous instances of men being called out for similar toxic behaviour (Joss Whedon comes to mind).

[@jo_magpie]

Let's be honest biggest issue with Djerv is them selling overpriced plastic temu clothing as scandinavian luxury gods. An influencer bein an A*hole is not really news worthy and more par for the course.

[@winterburden]

Thanks for this swell video Swell!

[@avawetzel3408]

i'm so tired of apologies apologizing to "anyone i've hurt" instead of "everyone i've hurt". it's a small difference but it changes it from still leaving the door open for the possibility that people are lying, to actually admitting that yeah, you hurt people. i noticed it in this apology and its bugging me

[@AnneChase-n4z]

I don't like the excuse she tried to give in her apology cuz you don't need work experience to be a decent person. Like not insulting people to their face is common sense

[@VeeLondon1449]

The employees do look under duress. It’s horrible working in a toxic work environment. I have in the past, not pleasant.

[@kelsiemcveety999]

"22 is not that young" is such a toxic thing to say to your 22 year old employee whattttt

[@miranda8598]

Yes! 😢

[@carter4534]

I think her best option would be to step down from all daily operations and stay on as a creative director or something. Her brand is just too attached to her identity so she has to be involved, but being a manager does in fact require a skill set and she obviously isn't well equipped to do that. She needs to stick to the clothes and hire someone else to manage her employees.

[@tinaday189]

Everytime you said "djerf" I heard "derp" and it made this infinitely more enjoyable 😅

[@alessm2206]

Thank you!! Someone just posted a video of that rhode product and mentioned this. I didn't know what was happening but I knew you would post about it lol. I like watching your previous Djerf video as someone interested getting into pattern design. That company needs an external conpany to do a conplete internat review that is not tied to Djerf. I'm glad we are watching a different style of influencer company fall apart.

[@Clever_Catchphrase]

My dyslexic ass read that as "derf", like the alter-ego character from the Fred movies that Nickelodeon made (and it took me over a decade to realize that "derf" was just "fred" backwards)

[@lizabethhampton4537]

The Devil Wears Prada remake is INSANE

[@complicatedh]

I think people assigned kindness to her because she’s conventionally beautiful, people tend to assign niceness and good morals to people who fit the mold of desirability.

[@Artanissnow]

First guy she was interviewing he looked so uncomfortable

[@planety2k]

12:40 “will fart short” her messing that up w all this toilet talk going around is just so funny i’m sorry 😭

[@basementdwellercosplay]

If you say "I'm sorry you felt..." then you lost the apology game already

[@maybeyourbaby6486]

not the way I, an actual Swede in Sweden, saw the Aftonbladet article and STILL decided to wait for Swell's reaction video lol

[@WriterResources]

People need to understand that someone being likeable does not mean they are nice. You can say and do the right things and still be capable of terrible things behind the scenes.

[@Anna.T.]

She seemed angry in the ‘apology’ video. Surprised she didn’t follow that sigh with an eye roll 😂😂

[@scottbuck1572]

6:40 Yes this is absolutely true; it also in no way makes what she did okay. Those men SHOULD be facing more scrutiny

[@rebeccanater]

Who is bankrolling a 25 yr old with no experience? Usually when a young "famous" person "starts" a business, they are usually just the front while actual adults run the day to day so things like this dont happen. Look at the olsen twins, they had like 6 "fashion" lines with walmart, kohls, etc until they were ready to run the business themselves.

[@acanthusleaves]

I am loving Swellmas!! - I got home from work and wanted to unwind, I knew there was a new Amanda video and went to watch it, but stopped myself, wanting to save it to watch for tomorrow morning. Then I realized, a new video will be out tomorrow ALSO, so I’m free to enjoy this one now :) Yayyy

[@milkteamachine]

Those employee interviews are horrifically awkward and everyone working there looks super young. That in itself is also telling because qualified adults with more experience will put up with less.

[@hellodarknesss.myoldfriend]

i have been learning how to sew for ages because of apparel and fashion companies being so unethical. there have also been so many ceos who are awful. that lululemon founder is the first person that comes to mind. it's so hectic.

[@chappellgroan]

Interesting they did a 35% off sale the other week, so they clearly knew this news was dropping.

[@ninajen2487]

Who said her stuff was good quality? Her clothes are made of polyester and theres alot of videos of people showing how how see through alot of the pieces are. People who bought from her were only buying her lifestyle and aesthetic. Quality wise her shit was trash

[@Starry_Skye22]

Not surprised at all. Like you said the fashion industry is people who think they should be out on pedistools. And body shaming has always been pretty prevalent in that industry.

[@Jordan-hs3xk]

“My way of expressing myself is through words” you and 90% of the population.

[@Boahemaa]

We've been here before. The woman CEO who is just as awful as the rest of them then their defenders step in with "but men will not get the same scrutiny". True. The attention she got was due to the expectation that being a member of the less represented group, she would be a more empathetic leader. We keep getting disappointed. We criticize because we believe they can do better. The "what about the men" defense is saying we should not expect women leaders to be better. That is disappointing. Fortunately, it seems Ms Djerf is going the other way.

[@marianafru]

What is this thing with heating up food for your “superiors”? I’ve done this before (because the person who usually did it wasn’t in that day) and I’ve always thought it was absurd. Microwave your own freaking food, dude.

[@00MissDani00]

I’ve noticed that this is a common pattern in influencer-run businesses. The bad behaviour, the toxic environments, the mean-girl attitudes (don’t even get me started on Patrick Ta not paying black creators). Just because you want to run a business doesn’t mean you should.

[@tohrurikku]

I would like to know a bit more about the context of the "looks fat" comment. I am overweight, and I have learned the hard way that even though brands claim they are plus size inclusive does not necessarily mean it is what North America considers plus sized or the designers even considered the shape of a plus sized person when sizing up. I have dresses that I can technically put on, but it was designed for smaller chested people. Sometimes instead of flattering an outfit can highlight unflattering features, or make you look bigger than you are, so I would like to know a bit more about the context of that situation.

[@laureng2110]

"We hired a model because she was fat, then we complained that she looked fat" is soooo fashion industry

[@Evalution307]

Bubbly on the surface, but hostile behind the scenes describes one of my work experiences 😬 was so bizarre to experience both sides