Deleted YouTube videos from Djerf Avenue that included interviews with employees have gone viral on TikTok following the toxic workplace allegations surrounding the company and owner Matilda Djerf.
Over the past week, Swedish influencer Djerf made headlines after a bombshell investigation published by Aftonbladet accused the 27-year-old businesswoman of fostering a workplace that reeked of “psychological terror”.
The allegations against Djerf and Djerf Avenue — the business she co-owns with boyfriend Rasmus Johansson — included workplace bullying, favouritism and body shaming.
Following the explosive allegations, snippets from Djerf Avenue’s YouTube videos began to go viral on TikTok. But before anyone could go and watch the video for themselves, they appeared to disappear from the platform completely.
In the videos — which have been reposted by TikToker @gossssip.giirl in four separate parts — Djerf is seen walking around the Djerf Avenue office, interviewing employees about their positions and their thoughts on the business.
“Omg just go watch the Djerfmas video on YouTube and all the tea is out there,” the TikToker wrote alongside the first video they shared.
In the first video, Djerf kicked off the vlog by telling the camera, “If anything fucks up, it’s their fault. I’m joking, we’re all a team.”
As the reposts gained more traction on TikTok, people began pointing out some moments that made them feel uneasy or “awkward”.
Some folks also described the “Djerfmas” vlog as a Saturday Night Life or an episode from The Office.
In the second video, Djerf at one point told an employee to “get out” before she could show the camera her office space.
In the final part uploaded by @gossssip.giirl, employees of Djerf Avenue were asked to describe the company and the workplace in one word. Viewers were quick to pick out corporate buzzwords which have been linked to their personal bad experiences.
“They said ‘family’, that’s a red flag!!!” one commenter wrote.
“Noticed how Matilda was the only one who said ‘fun’ and no one else agreed,” another wrote.
“It’s like hanging out with your school deputy principle, scared to mess up & just laugh along,” wrote a third.
Matilda Djerf responds to toxic work allegations
Djerf has responded to the allegations via an Instagram Notes app post. While she didn’t confirm nor deny the allegations, the CEO said she was “genuinely sorry” if she “hurt or let down” anyone.
“When I started Djerf Avenue I never expected that the company would be what it is today, with so many team members and so much responsibility. I wasn’t ready,” she wrote in the four page apology.
“I had never led a team prior to this, I had never built a company prior to this, and under a lot of stress, high tempo and naivety I failed to be the leader and colleague I wish to be along the way.”
At the time of writing, the vlog that has since gone gangbusters on TikTok is still unavailable on the Djerf Avenue YouTube page. In fact, all videos featured on the channel appear to have been wiped.
Djerf’s statement on Instagram has been met with scratching comments, many urging the influencer to be a “nice human”.
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