How Matilda Djerf Constructed a Style Empire With No Industry Plan

  • Matilda Djerf, 25, is a trade proprietor and influencer with over 2.7 million Instagram fans. 
  • In 2019, she and her boyfriend determined to start out Djerf Street with out a marketing strategy. 
  • Since then, the couple grew to become what was once as soon as their facet hustle right into a trade price tens of millions.

Matilda Djerf learned she was once destined to turn out to be an entrepreneur whilst she was once scraping scales off salmon.

Djerf informed Insider that after she was once more youthful, she had fought onerous to protected a task in a fish store.

She ready widely for her first day of labor and spent hours the night time sooner than learning YouTube movies on tips on how to slice fish in order that when her boss requested if she may just filet one, she may just say: “Hell yeah, I will.”

However as time at the task went on, Djerf stated she changed into pissed off with what she noticed as a loss of innovation from the folks above her.

“They’d all the time wish to do the whole thing in any such conventional approach,” she stated. “Each time I got here up with new concepts, it might all the time be like, ‘No, that is what we generally do.’ So I simply learned this isn’t for me.”

She pointed to her early occupation revel in as evidence that she had lengthy had an entrepreneurial mindset and sought after to be her personal boss. 

Meet Matilda Djerf, the influencer

Any such fond reminiscence of her adolescence spent in a fish store would possibly marvel some, given who Djerf has turn out to be.

Talking to Insider over the telephone from her pristine place of work in Stockholm, the 25-year-old influencer comes throughout as glamorous, trendy, and extremely put in combination.

No longer handiest that, Djerf is among the maximum recognizable faces on social media, with over 2.7 million Instagram fans and over 1.2 million TikTok fans.

Through the years, Djerf has impressed numerous TikTok tutorials on tips on how to recreate her without problems bouncy, Farrah Fawcett-esque hair — on the time of writing, 13.8 billion movies arise at the platform below the hunt “Matilda Djerf hair.”

Djerf and her canine Rufus.

Courtesy of Djerf Street

Her social-media presence and skill to forecast traits regularly stuck the eye of wider media through the years.

In September, The Reduce credited Djerf as a part of the rationale ballet apartments are again in taste. And in August, Elle Mag described her as synonymous with the without problems cool Scandi-core aesthetic

Obviously, Djerf, who was once born and raised in Borås, a small the town in western Sweden, is not any run-of-the-mill influencer.

A way logo is born


A publish shared by way of MATILDA DJERF (@matildadjerf)


As Djerf’s social-media following higher and he or she gained extra alternatives to collaborate with manufacturers in Sweden, she had a light-bulb second in 2019.

“That is after I informed Rasmus I would really like to create one thing by myself and feature complete regulate,” Djerf informed Insider.

She’s now the inventive director of her eponymous trend logo, Djerf Street, which she began together with her boyfriend and high-school sweetheart, Rasmus Johansson.

“It was once a shot at nighttime. We more or less felt find it irresistible may just both be successful or it is usually a whole pass over.”

There is something to be stated about Djerf’s preliminary doubts about launching her personal logo; she and Johansson did not have targets, expectancies, or perhaps a marketing strategy. 

The couple first of all sought after to generate income so they may shuttle.

“We had been like, ‘OK, if we stand up to this stage in 5 years, it’s going to be a facet factor,'” she stated. “‘We will be capable of, you understand, reside and shuttle. It’s going to be amusing.'” 

Djerf stated she may just’ve by no means predicted how a ways she’d cross; it was once of venture. However briefly, she stated, Djerf Street started exceeding their expectancies. And 3 years on, she and Johansson, who’s now the label’s CEO, can safely say their bets paid off.

Despite the fact that she didn’t ascertain her source of revenue to Insider, the luck of Djerf Street is well-documented. In 2021, Trend reported the logo was once making $8 million in gross sales, and The Tab estimates her source of revenue is between 1 and 5 million kilos, or between more or less $1.15 and $5.76 million. 

Undertaking what she has takes hustle, she informed Insider. Djerf stated her workdays may just last as long as 14 hours. She stated that one in all her major priorities is managing a group of workers of 20 workers in Sweden and a group of workers of six in New York.

“No one tells you ways a lot time it takes simply to speak to everybody within the place of work or tips on how to be a just right boss,” she stated. “Dealing with folks is any such time-consuming process.”

Realizing her price

As her recognition as one in all TikTok’s maximum recognizable beauty-and-fashion influencers grows, Djerf stated her moral way to the trend trade hasn’t modified.

Djerf stated she unearths self assurance in her ethical compass, which guides her thru trade selections.

Djerf at paintings packaging clothes for purchasers.

Courtesy of Djerf Street

She’s all the time maintained that Djerf Street is a “secure area” for her shoppers, who she refers to as Djerf Angels, regardless of their look.

She stated that the individuals who style the garments proven at the web site are exact shoppers, and that not one of the pictures were retouched.

And she or he informed Insider that lovers would possibly not ever catch her at trend week as a result of trend presentations have a tendency to not constitute a range of sizes.

“I do know that what I am doing is so just right,” she informed Insider. “I do know that I take a seat on such a lot wisdom and such a lot hobby, and Djerf Street is what it’s nowadays as a result of I am any such large a part of it.”

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