The embattled boss of Swedish fashion brand Djerf Avenue has apologized again after claiming she mistreated her staff and blamed a lack of management experience as the company exploded.

“I wasn’t ready,” Matilda Djerf wrote in a post on Instagram, just days after a report on Swedish news portal Aftonbladet sparked a backlash against the brand.

In the message, the 27-year-old said the company is working to improve its work culture, including hiring managers with more experience and introducing monthly anonymous employee surveys.

Ms Djerf, who began her career as an online influencer in 2016, said she was determined to “do it right”.

“When I founded Djerf Avenue, I never expected that the company would be what it is today, with so many team members and so much responsibility,” she wrote.

“I will continue to learn and work to ensure Djerf Avenue is a safe, inclusive place for everyone.”

Founded in 2019, Djerf Avenue quickly gained a following among young women for wardrobe staples like oversized button-down shirts and pants.

The brand, which had sales of around $35 million (£27.5 million) last year, is known for its size inclusivity and diverse model representation.

However, the company faced outcry from customers after Aftonbladet reported bullying and body shaming. It was said some models were told they couldn’t fill a pair of jeans, while others were called fat.

Djerf Avenue recently held its first 10-day pop-up shop in London, with queues forming up to three hours before the store opened.

Journalism student Evie Summers, who attended the pop-up to write a report, said the allegations against Ms Djerf were “incredibly disappointing and disheartening for the young, impressionable people who idolize her”.

She said the apology was the only way out for Ms Djerf, who has gained followers not only for her designs but also for her “lifestyle and values”.

“Against this background, it is particularly important to her to reflect the brand values ​​of friendliness and inclusivity towards her employees,” said the 19-year-old.

In her message, Ms Djerf said she hoped to restore trust with her fans.

“I had never built a business before, and with a lot of stress, high speed and naivety, I failed to be the leader and colleague I wanted to be along the way,” she added.

London-based Samantha Rogers said the controversy was a reminder that brands must live by their values.

“I’m definitely sad about what happened, but I also think it’s great that brands are being called out when they don’t stick to the values ​​they represent,” the 32-year-old told the BBC.

“If your brand doesn’t feel real, it won’t stand the test of time.”