Djerf Avenue: Beyond the Clothes & Creating Community
Djerf Avenue: Beyond the Clothes & Creating Community
Djerf Avenue has been making waves lately (pun intended!), and not just with their stunning spring collection & upcoming summer drop that I have no doubt will become a part of everyone’s summer staples. This Swedish clothing brand, founded by the inspiring entrepreneur & influencer, Matilda Djerf, has been busy creating unique experiences for their customers that go beyond the storefront! Let's dive into their recent ventures:
Stockholm Meets New York
Djerf Avenue brought a taste of Swedish style to the Big Apple with not one, but two exciting NYC pop-up experiences!
5th Avenue Angels: Djerf Avenue hosted a special "5th Avenue Angels" pop-up event, which was their first fashion show. And, how iconic to have it hosted at the Guggenheim Museum. The event included dinner, cocktails, and a runway show that premiered the Remake collection. “Starring limited edition, reimagined items produced from pre-existing Djerf Avenue styles, we couldn’t have been more proud that our runway debut encapsulated our core values; versatility, the pursuit of sustainability, and the celebration of diversity.”
DA Beauty Launch: The second NYC pop-up marked the much-anticipated launch of DA Beauty. Inspired by Matilda's iconic hairstyles, this new line caters to the desire for easy-to-use, high-quality haircare. Fans booked sessions with Dyson hairstylists, and Matilda’s hairstylist from Stockholm, Amalia Berglund. Attendees could try the products firsthand and snag the brand's first two launches: The On The Go Styling Gel and Breezy Styling Mist.
The launch of DA Beauty at the NYC pop-up was a major highlight, offering fans a chance to achieve Matilda's signature effortless styles. I doubt this will be the last we see of events in New York. Djerf Avenue also did an event in Los Angeles last year. I bet they have some plans to do some type of pop-up with DA Beauty. I anticipate some type of collaboration with Rhode as well in Los Angeles— the lip balm being a known favorite of Matilda’s.
Level Up Your Look with a Djerf Avenue Style Session (Virtual)
Going beyond the shopping experience, Djerf Avenue offers virtual styling sessions with their amazing customer service team acting as your personal shoppers! These sessions are a fantastic way to:
Get personalized recommendations: Based on your style preferences and wardrobe needs, the Djerf Avenue team will curate a selection of pieces that flatter your figure and suit your taste.
Revamp your existing wardrobe: Learn how to mix and match your current clothing with new Djerf Avenue pieces to create fresh and versatile outfits.
Shop with confidence: With expert guidance, you can feel assured you're making purchases that you'll love and wear for years to come.
Biarritz Bliss: Surf & Yoga Retreat
Recently announced in collaboration with Bonanza Collective, you can trade the city life for sandy shores of France. Djerf Avenue is taking their brand experience to a whole new level with a unique surf and yoga retreat in Biarritz, France. It’s no secret that Matilda loves her summer island, and the summer drops are always highly anticipated.
Attendees will receive goodies from Djerf’s upcoming summer drop, catch some surf lessons, and practice yoga all within the Basque Country. What a dream!
A 3-Day Pop-Up Experience During the Eras Tour
As someone who loves brand experiences, Djerf Avenue, and is attending the Eras Tour N1 in Stockholm– imagine this: a dreamlike 3-day Djerf Avenue pop-up experience in Stockholm, perfectly timed with Taylor Swift's Eras tour concert. This isn't your average pop-up shop; it's a multi-stop adventure that celebrates both Stockholm's culture and capitalizes on the undoubtedly influx of visitors attending the shows. It would begin Thursday, May 16, and end Saturday, May 17.
Fika with the Djerf Avenue Crew
The first stop would be a fika experience with the Djerf Avenue team. In anticipation of my trip, I DM’d the Djerf Avenue Team for some of their must-go-to, favorite coffee shops. My email signature includes “coffee addict” so obviously I have a coffee tour planned for my visit. Not only did they give me 5+ recommendations, but they put together a whole guide of must-sees, coffee shops, and restaurant recommendations. The Djerf social team is incredibly thoughtful, and I have no doubt they know that visitors will want to stop at some of the places we see on their Instagram.
I’d love to see a collaboration with one of Djerf Avenue's favorite local coffee shops, known for its cozy atmosphere and delicious pastries. They would host a traditional fika spread and have a signature Djerf Avenue coffee drink available for order. It would give a local coffee shop a boost in business, and I think it would be incredibly special to do an Erewon-esque collaboration with a Stockholm roastery.
Shop the Djerf Avenue Studio
The next stop on this adventure would be exclusive access to a curated selection of Djerf Avenue clothing displayed within their Stockholm studio. They dropped their 04-23-2024 collection but could offer a sneak peek at the designs for Djerf Summer / updated Summer Island pieces. Imagine browsing covetable pieces surrounded by mood boards, sketches, and design elements inspired by Djerf Avenue's aesthetic and categorizing them into iconic Taylor Swift eras. If you guys need a Spotify playlist too, I have you covered.
Breezy Blowouts Pre-Eras Tour Shows
No pop-up experience is complete without getting concert-ready. Djerf Avenue could partner with local stylists, including the one and only Amalia Berglund, to offer express "breezy blowout" sessions inspired by both Matilda's signature hairstyle, similarly to what they did in New York, but incorporate elements of the Eras Tour. I imagine this would happen Friday & Saturday morning before the shows. They could offer styles like:
Fearless Breezy Curls
1989 (Matilda’s Version )
Breezy & Bejeweled
The Tortured Poet’s Bun
As a Djerf Avenue stan & a first-time visitor to Stockholm this upcoming Spring, I selfishly would love this type of multi-stop pop-up concept that offers a unique way for fans (of both Djerf & Taylor Swift) to connect with the Djerf Avenue brand and immerse themselves in the essence of Stockholm.
Djerf Avenue: Beyond the Clothes
Djerf Avenue has been committed to creating a lifestyle experience for its customers. The brand isn't just about selling clothes; it's about empowering people to express themselves with confidence and embrace new experiences. Whether you're stopping by at one of their pop-ups, trying out DA Beauty products, or finding your inner zen at their Biarritz retreat, Djerf Avenue continuously finds new ways to connect with the brand's values and cultivate a sense of community.
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*All photo credits go towards Djerf Avenue. I also want to give a special shout-out to the social team at DA because they are incredibly thoughtful, engaging, and wonderful storytellers. They’re a brand that’s doing it right and you should give them a follow @djerfavenue