The manager of embattled Swedish fashion brand Gelf Avenue has apologized again, claiming he mistreated staff and citing a lack of leadership experience as the company has experienced explosive growth.
“We weren’t ready,” Matilda Gelf wrote in an Instagram post days after a report in Swedish news outlet Aftonbladet sparked a backlash against the brand.
In the message, the 27-year-old said the company was working to improve its workplace culture, including hiring more experienced managers and introducing monthly anonymous surveys for staff.
Gelf, who started her career as an online influencer in 2016, said she is dedicated to “doing it right.”
“When we started Djerf Avenue, we never expected it to become what it is today, with so many team members and so many responsibilities,” she wrote.
“I will continue to learn to ensure that Jelf Avenue is a safe and inclusive space for everyone.”
Launched in 2019, Gelf Avenue quickly gained popularity among young women as wardrobe staples such as oversized button-down shirts and pants.
The brand, which had revenues of around $35m (£27.5m) last year, is known for its wide range of sizes and diverse model representation.
But the company is facing backlash from customers after Aftonbladet reported allegations of bullying and physical humiliation. Some models were told they weren’t wearing jeans, while others were told they were fat.
Gelf Avenue recently held its first 10-day pop-up shop in London, with queues forming three hours before the store opened.
Journalism student Evie Summers, who attended the pop-up to write the report, said the allegations against Ms Gelf were “incredibly disappointing and discouraging to the impressionable young people who idolize her”. said.
She said an apology was the only way forward for Gelf, who has gained support not only for her designs but also for her “lifestyle and values.”
“With this in mind, it is especially important to her that we reflect our brand values of kindness and inclusivity towards our staff,” the 19-year-old said.
In his message, Gelf said he wanted to rebuild trust with his fans.
“I had never started a company before, and a lot of stress, high tempo, and naivety kept me from being the leader and colleague I wanted to be along the way,” she added. .
Samantha Rogers, from London, said the controversy was a reminder that brands must live up to their values.
“It’s definitely sad what happened, but I also think it’s great when brands are criticized when they don’t stick to the values they promote,” the 32-year-old told the BBC.
“If your brand doesn’t feel authentic, it won’t stand the test of time.”