Cleaning Toilets in a Cool-Girl Empire: The Fallout at Djerf Avenue
As an HR leader in Canada, I’ve followed the allegations against Matilda Djerf and her company, Djerf Avenue, with both concern and reflection. These accusations, first reported by Aftonbladet and summarized by Glamour, describe a workplace environment allegedly rife with favoritism, toxic management, fear and employee mistreatment. Having had the privilege of interviewing Matilda for Girlboss Radio, I know her as a passionate and driven entrepreneur. This article is not a critique of Matilda as a person but an acknowledgment of the deeply concerning experiences shared by her employees—and why they deserve serious attention.
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The Allegations: A Breakdown of Employee Experiences
The accusations from 11 former and current employees paint a troubling picture of Djerf Avenue’s workplace culture. Among the most concerning claims:
Favoritism and Segregated Bathrooms
Matilda allegedly designated a toilet exclusively for herself and her “favourite” employees, forbidding others from using it. When the sign fell, one employee was reportedly forced to scrub the toilet because it had been used by someone unauthorized. While we do not know the race of the employees denied access to this bathroom compared to those who were permitted, and we are careful not to assume, the reported segregation of bathroom access based on favoritism—or in Matilda’s case, power—is deeply concerning in a workplace setting.
This dynamic draws unsettling parallels to historical practices of segregated bathrooms, which symbolized not only physical separation but also reinforced systemic inequalities. Segregated bathrooms, historically and symbolically, represent private beliefs and social practices that expand institutional segregationist systems. For example, these practices were tied to taboos in white communities against sharing tables or utensils with Black individuals, further entrenching systemic inequities. Even in a modern context, creating divided spaces in the workplace, whether by race or power dynamics, undermines inclusivity and equity.
Fatphobia
An employee recounted an incident where Matilda allegedly rejected photos of a plus-size model, stating the woman looked “so fat.” This alleged behaviour starkly contradicts the company’s stated values of inclusivity, raising questions about how these values are applied in practice.
Psychological Harm
Employees described a culture of “psychological terror” where swearing, public reprimands, and condescension were common. One employee shared, “I have never been so afraid of a person in my entire life.” Many reported breaking down in tears due to the hostile environment.
Is It Illegal to Ask an Employee to Scrub a Toilet in Sweden?
Under Swedish employment laws, it is not outright illegal for an employer to ask an employee to perform a task outside their usual responsibilities, but it must be reasonable, and the context matters. In the case of the toilet-cleaning allegation, this task appears unreasonable, particularly if the employee’s job description did not include cleaning duties. Under the Work Environment Act (Arbetsmiljölagen), employers are required to provide a safe and healthy work environment, free from humiliation or undue stress.
If the task was assigned punitively or as a misuse of power, it could further violate labour laws and contribute to a toxic work environment. Moreover, such a request could undermine workplace morale and employee trust, compounding the allegations of favoritism and mistreatment.
The Role of Leadership: Djerf Avenue’s Response
Djerf Avenue does have a People & Culture Manager, a role that reflects the company’s awareness of the importance of workplace dynamics. However, these allegations suggest there is critical work ahead to rebuild trust and align the workplace culture with the company’s stated values. Addressing these challenges will require introspection, systemic change, and consistent efforts to ensure a safe, respectful, and equitable work environment for all employees.
Matilda and her team have publicly apologized, with Matilda stating, “I take the criticism that has come forward very seriously and want to be clear that a safe and respectful work environment is crucial for me.” A company spokesperson also acknowledged that practices like the bathroom policy were unacceptable and committed to rectifying them.
Why This Goes Beyond Social Media Drama
It’s tempting to dismiss these allegations as fleeting TikTok drama or social media speculation. However, the experiences shared by these employees point to systemic issues that warrant serious attention. Sweden’s Work Environment Act and Discrimination Act place a legal obligation on employers to prevent harassment, favoritism, and unsafe work environments. If these allegations are substantiated, they could signify violations of Swedish employment laws and reinforce the need for cultural and structural reforms at Djerf Avenue.
The Double Bind of Women in Leadership
As a woman founder, I’m acutely aware of the impossible standards placed on women leaders. Society often demands that women in leadership roles be endlessly kind, nurturing, and patient, while men in similar positions are afforded greater leniency for assertive or demanding behaviour. Any deviation from these expectations can lead to labels like “bitchy” or “aggressive.”
On the other end of the spectrum, when women show vulnerability, empathy, or too much authenticity, they’re often criticized as being unprofessional, manipulative, or accused of engaging in gaslighting. It seems that whatever women do, especially women in leadership, we are held under a magnifying glass, and any slight deviation from what people hope to see—or even expect from us—classifies us as deceitful frauds.
The allegations against Matilda transcend this double standard. They point to systemic abuse of power, whether intentional or not, and a culture that employees found harmful. Acknowledging these issues is not an attack on Matilda but a recognition of the employees’ lived experiences and the need for accountability. This situation highlights the deeply ingrained biases that make navigating leadership as a woman a precarious balancing act, where missteps—real or perceived—can lead to intense scrutiny and swift judgment.
An Opportunity for Reflection and Growth
Djerf Avenue has an opportunity to transform this challenging moment into a catalyst for growth. With a People & Culture Manager already in place, the company is well-positioned to lead a comprehensive review of its workplace practices. This could include creating clearer boundaries, improving communication channels, and establishing systems for employee feedback and accountability.
As leaders, we must remember that success is not solely defined by outward achievements but also by the culture we cultivate internally. Matilda Djerf’s entrepreneurial journey has inspired millions, but this moment serves as a reminder that leadership requires continuous learning, humility, and a commitment to fostering safe and inclusive workplaces. Let this be an opportunity not only for Djerf Avenue to rebuild trust but for all of us to reflect on the responsibility of leadership and the importance of accountability.
On a Personal Note:
A fundamental part of any company’s story is growth, and this is equally true for the people—and especially the leaders—within them. As someone who has navigated my own leadership journey, I know firsthand how difficult and transformative this process can be. Some of the hardest lessons in my life have been served to me through my role as a leader and especially as a founder. Leadership is not a destination; it’s a continuous learning experience, shaped by both successes and failures.
Many of us are learning as we go, and I have lots of empathy for everyone involved in this situation. I feel for the employees who have so bravely come forward to share their experiences and for Matilda, who is learning and growing in public under the ever-harsh pressure of societal expectations for women in leadership.
Matilda is likely growing as a leader right in front of us, and I hope we can hold space for everyone involved—the employees (past and current) who deserve to feel seen and supported and Matilda and her team as they work to grow through this and implement the necessary changes. Growth in leadership requires humility, accountability, and a willingness to confront the hard truths about what isn’t working.
This isn’t to defend Matilda or excuse the experiences her employees have bravely brought forward. It’s about recognizing the universal truth that leadership is a process. Every leader, including myself and every other leader I’ve ever worked with, has faced moments of reckoning that have shaped their journey.
This is a pivotal moment for Matilda Djerf and her company, not just to address the current allegations but to define the kind of workplace culture they want to create moving forward. It’s my hope that this serves as an opportunity for healing and transformation for everyone involved—and a reminder to all of us in leadership that growth and accountability go hand in hand.