Matilda Djerf on community, New York, and the future of Djerf Avenue
Few are worthy of the title influencer like Matilda Djerf. An icon for many young women around the globe, fans of the 26-year-old have gone crazy for her style, which explains why her brand, Djerf Avenue, has made millions of dollars. Djerf founded her clothing brand in 2019 with her partner and CEO Rasmus Johansson. Since 2019 Djerf Avenue has gone beyond clothes, releasing accessories and homeware which have been adored by fans. She is calling me from her office, I compliment her on her outfit - from Djerf Avenue, of course - and she thanks me, explaining that it's "forever blazer" day at the office, an initiative from the social media team for all to wear the company's forever blazers, a customer favourite. She looks put together and cheery, the image we see on social media does not seem a fake one, her golden hair intact as always. Our conversation starts with us talking about her life before Djerf Avenue and internet fame. "I come from a small town, if you dress up or if you dress a little bit differently than the rest of people, it's a little bit frowned upon." But it is Djerf's style that has got her where she is today, her daring to be different generated $34 million in revenue last year for her brand. And the hype around Djerf and her clothes doesn't look as though it's dying down anytime soon. It's not easy to be so fashionable that the majority of young women want to replicate your style. I wanted to find out what influenced the fashion influencer. Apart from Hannah Montanna, which I think all women who grew up watching the Disney show can relate to, Djerf speaks fondly of her mother, Ulrika, who features prominently on both Djerf's social media and Djerf Avenue's marketing. "My mum has always been my fashion icon, not caring what other people think," she tells me. "She does her own thing. Which has inspired to do my own thing!" Family is clearly central to how Djerf lives her life, they constantly feature on her social media, with her parents and sister often modelling Djerf Avenue's clothes. "I'm a true homebody, I've always enjoyed just being surrounded by my family," she says with a grin on her face, telling me about her childhood and family vacations. "Since the start [of Djerf Avenue] they've always been my biggest cheerleaders." The early days of Djerf Avenue was just Matilda and her partner Rasmus. They had no team and did everything themselves, but Matilda's family were there to help. "When we did our first shoot they [Djerf's parents] came with us, they've seen everything, they even helped us pack orders for the first few months." With over 3 million followers on Instagram, it can be hard to stay grounded within yourself as you're bombarded by the opinions of millions of strangers online. "The support of my friends and family is all I really need," she tells me. "I'm so grateful to have a safe space." Djerf's family and friends' support was prominent just a few months back when Djerf Avenue hosted a pop-up store in New York, accompanied by their first-ever fashion show for their Remake Collection, which was hosted at the Guggenheim Museum. "The possibilities in New York just felt endless," she says as she explains her choice of New York for the brand's third pop-up (their first was held in LA last year and their second in Stockholm earlier this year). "But whenever we do something in person it feels daunting. I'm always really nervous that nobody's going to show up or nobody's going to like it." Despite Djerf's nerves, it seemed she had nothing to worry about. Across the three days the pop-up was open (Aug 31 - Sept 2), social media was flooded with pictures of those queuing up to purchase both fan-favourite items and pop-up exclusives. "The team work so hard to make it happen, we pour so much love, energy and time into every single project that we do," and I can tell through the screen. Djerf is evidently animated and passionate about her business and the team that helps make everything run smoothly. But despite the nervous energy that inevitably comes with such enormous projects, Djerf trusts the community she's built up over the years. "Our community is the most loving community and I know they will show up. It's what makes me always want to make sure we're doing everything we can to give our community the best possible experience." "I think about how much time these people are taking from their lives to stand in line at our pop-ups, and they spend their money on our items, so I never want to fall short. The pressure is really daunting, but it gets me going." The pop-up was followed by a fashion show at the Guggenheim Museum on September 3, where the brand debuted its Remake Collection. The models were fans of Djerf Avenue (including Matilda's mum) and showcased diversity at its centre. "I wanted to show the fashion world, you don't need to look one kind of way to be able to walk a runway," she explains. "We wanted to capture the beauty of our individual community members." "I want to meet our UK customers!" She exclaimed. "If it gets to September next year with no news you need to message me 'Matilda where's the pop up!'" I assure her, and on behalf of all UK Djerf Avenue customers, to message her if this is the case. "But there's so many places in the world we want to go, it's hard to narrow it down." Naturally, I had to use my opportunity to ask about any upcoming collections or releases, and Matilda managed to tell me so much and so little at the same time. "We're just getting started, we're actually going into a completely new category which I'm really excited about, and that will be launching around Spring 2024. It's been years in the making." "On top of that we're doing our first-ever collaboration with a person this year. That's coming up very, very soon!" Finally, as our conversation draws to a close I ask her if there are any goals she has for herself or Djerf Avenue in the next five years. And in typical Matilda Djerf fashion, she tells me: "I've never had like, a three-year plan or a five-year plan. Where was I even five years ago?" "So much happens even in a month, so it's so hard to dream up where I will be in five years. But really, I'm always thinking about what I can do to give back. I want people, especially young women entrepreneurs, to look up to me. I want to inspire." Sign up to our free Indy100 weekly newsletter Have your say in our news democracy. Click the upvote icon at the top of the page to help raise this article through the indy100 rankings. How to join the indy100's free WhatsApp channel
2023-11-18 23:18
'Unreal scenes' as Sergio Ramos presents Shakira with award for her Pique diss track
The Latin Grammy's took place on Friday night and has been hailed for an epic piece on trolling as Shakira was awarded 'Best Song of the Year' for her diss track on ex Gerard Pique - which was presented to her by his former football rival Sergio Ramos. If you've been keeping track of the epic break-up between Shakira and Pique, you'll know that they separated in June last year after 11 years together, with the footballer being accused of cheating on the Colombian pop star. The break-up has hardly been peaceful with the former lovers using any opportunity they can to take very public digs at each other. The most notable of these digs is Shakira's record-breaking diss track about the former Barcelona and Spain defender 'BZRP Music Session #53.' The song, which is a collaboration with Karol G, also won Best Pop Song but it was the appearance of Ramos at the event in Seville, which really got people talking. Ramos, who played with Pique for the Spanish national team, winning both the World Cup and the Euros, would have been fierce rivals on the pitch too having clashed many times while playing for Real Madrid and Barcelona respectively. Although the interaction between the pair wasn't awkward, people couldn't help but revel in the scenes that were unfolding before their eyes. During her acceptance speech, the 46-year-old singer spoke of "tough moments" adding: "I also want to share this with my Spanish audience, who has been there with me through the good and bad times." "In those hard and tough moments I've experienced here in this country, I have loved so much but at no moment has stopped giving me love and support." Pique retired from football in November 2022 having played more than 600 games for Barcelona. Ramos, meanwhile, is still playing having recently rejoined Sevilla having enjoyed a glittering spell at Real Madrid before joining Paris Saint-Germain in 2021. Sign up to our new free Indy100 weekly newsletter Have your say in our news democracy. Click the upvote icon at the top of the page to help raise this article through the indy100 rankings.
2023-11-18 17:54
US professors suspended, probed over Gaza war comments
By Andrew Hay In the past week, two University of Arizona educators were suspended and a University of
2023-11-18 06:19
Martin Scorsese claims he was 'tricked' into his new TikTok stardom
He may be one of Hollywood's legendary directors, but Martin Scorsese has also proven to be a big hit on TikTok - and now he has claimed to have been "tricked" into becoming a viral sensation. The 80-year-old has directed some of the iconic films of our time such as Shutter Island (2010), Goodfellas (1990), and The Wolf of Wall Street(2013), to name just a few. But recently, Scorsese has found a new audience on TikTok who love seeing him guess the meaning of slang words, ranking movies, guess feminine hygiene products or just generally acting like a 'silly goose.' @francescascorsese He’s a certified silly goose. 🥹🤍#CapCut #fyp #trailer #martinscorsese #scorsese #bestdad #bestdadever #sillygoose And we all have Francesca Scorsese to thank - Scorsese's 24-year-old daughter who has roped her dad into making some entertaining content. Now, the director has jokingly claimed his daughter "tricked" into becoming a viral star. “I was tricked into that,” the director told the LA Times. “That was a trick. I didn’t know those things would go viral. They say it’s viral. I didn’t know.” “I was just doing it in the other room with her. I don’t know what they’re going to do. They always have those iPhone cameras in their hands. You’re not aware. I honestly did not know she was going to post it. They use the words ‘post it’, right?” Perhaps Scorsese can be convinced to make a TikTok account of his own, he would certainly have the audience to become an influencer if he wants to give up the day job... How to join the indy100's free WhatsApp channel Sign up to our free Indy100 weekly newsletter Have your say in our news democracy. Click the upvote icon at the top of the page to help raise this article through the indy100 rankings.
2023-11-18 03:26
Snoop Dogg reveals the one person who can out-smoke him in resurfaced clip
Snoop Dogg recently announced his decision to quit smoking and since then a clip has resurfaced where the rapper revealed the 'only person' who can out-smoke him. The 52-year-old - whose real name is Calvin Cordozar Broadus Jr - took to Instagram yesterday (November 16) to share the news with fans. "After much consideration and conversation with my family, I've decided to give up smoke. Please respect my privacy at this time," he wrote. The announcement surprised fans, given Snoop's well-documented love for weed and the responses ranged from wishing him well to questioning whether it was some kind of publicity stunt. Meanwhile, a clip from 2018 when Snoop appeared as a guest on Jimmy Kimmel Live! has been making rounds, where he revealed the only person - a musician - that could out-smoke him. The conversation began with Kimmel asking Snoop who he would put on a ‘Mount Rushmore' of pot smokers. "Seth Rogen was here last week, and we were talking about Mount Rushmore of pot smokers, and of course, you are on. "And I think that Seth is on Mt. Rushmore. Who would you put on that Mt. Rushmore?" Kimmel put to the Drop It Like It's Hot rapper. Snoop pondered for a moment before he gave his answer: "I would put Bob Marley." “I would put Cheech and Chong - they were the first faces on the mountain, they're the ones who showed us what a mountain was." "Willie P. Nelson is definitely on there," he added. "And by the way, Willie Nelson is the only person who has ever out smoked Snoop Dogg. I had to hit the 'time out' button." When questioned by Kimmel as to whether he's had to hit the 'time out' button before, Snoop insisted: “Never, never.” Nelson has also recalled the time he spent with Snoop, as he told the Daily Beast in 2021 how they connected when they were both in The Netherlands. “That was over in Amsterdam!" the country musician said, a city where smoking marijuana in coffee shops is accepted. “I called Snoop and I said, 'Hey buddy, you gotta come over here. This is where it’s at!' "So, he came over and we hit every bar, every smoke place in Amsterdam. We had a helluva time." How to join the indy100's free WhatsApp channel Sign up to our free Indy100 weekly newsletter Have your say in our news democracy. Click the upvote icon at the top of the page to help raise this article through the indy100 rankings.
2023-11-18 02:27
Joe Lycett is launching a podcast which is literally ‘celebrities talking s***’
Birmingham funnyman Joe Lycett is now styling his way into the podcast industry, as he’s announced an audio series called Turdcast “all about toilet habits” carried out by famous celebrities, because of course he has. Lycett had previously ‘floated’ – sorry - the idea of a podcast in his stand-up (he tells indy100 it might have been mentioned during an episode of his Channel 4 chat show, Late Night Lycett), but on Friday he announced the series he has “dreamed about” is now very much a real thing. The podcast’s description on Spotify reads: “Joe has always been fascinated by the great leveller that is going to the toilet. From King Charles to Gary Barlow, we all need to jump to do a dump, flee to do a wee or grit to do a… well, you know – literally nobody is too hot to squat. “From bog standards to demon dumps, we all have a toilet story to tell and you’ll now get to hear them all in the number one (or number two) podcast from Mummy. Turdcast will reveal the side (underside?) of your favourite celebrities we don’t get to hear enough about, be it because of their shyness, modesty or downright self-disgust.” Lycett goes further in the trailer introducing the podcast, saying: “Famous people are just like you, and just like you, they sometimes find themselves experiencing a blissful quarter of an hour with a novel and a multipack of Cushelle, or flooring it down the M6 in a race against time to find a Welcome Break cubicle. “Let’s face it, most podcasts are celebrities talking s***, this is the one that makes it official.” Well, he’s not wrong. He’s even revealed his first guest as being none other than footballer turned Match of the Day host Gary Lineker, confirming the presenter tells the full story about “the infamous 1990 World Cup where he s*** himself on the pitch in front of millions of people”. Lovely. And the news is already making a splash (sorry again) with his followers, with BBC Radio 1 presenter Greg James simply writing “f*** sake” and former EastEnders star Natalie Cassidy commenting “yay”. One fan even suggested the alternative title of “Diarrhoea of a CEO”, in reference to the podcast helmed by Dragon’s Den entrepreneur Steven Bartlett. And Victorian Plumbing has offered to sponsor the podcast, because who else would be best placed to do it? When asked who his dream guest would be for the podcast when it comes to talking about all things poo, Lycett told indy100: “To be fair Lineker IS the dream guest. We’ve peaked! “And maybe Dr Giulia Enders who wrote ‘Gut’.” It's not the first time that Lycett has dabbled in toilet humour, as he created a Brexit urinal last year to "celebrate the success" of the controversial vote, and said the phrase "I've got a smelly bum bum" during a House of Lords evidence session. Turdcast’s first episode will be released at 9am next Friday (November 24), and comes just weeks after Lycett went viral for responding to Suella Braverman’s comments on homelessness by sharing a photo of potpourri and raising more than £50,000 for the charity Crisis. We do not deserve you, Joe. Sign up to our free Indy100 weekly newsletter How to join the indy100's free WhatsApp channel Have your say in our news democracy. Click the upvote icon at the top of the page to help raise this article through the indy100 rankings.
2023-11-17 21:46
Suella Braverman: No flights before election under PM's Rwanda plan
"Tinkering with a failed plan" will not achieve the government's aims, the former home secretary says.
2023-11-17 06:51
Taylor Swift fans unearth Travis Kelce's old tweets
Taylor Swift fans are always sleuthing for the next Easter egg so it was only a matter of time for Swifties to delve into Travis Kelce's old tweets. The pop star and NFL player are headline news as the pair have been dating for the past three months, with Swift attending Kansas City Chiefs games, Kelce going to Swift's recent shows in Argentina where she gave a shoutout to "the guy on the Chiefs," during her performance of Karma and their very public post-show kiss. So Swifties have taken a deep dive into Kelce's old tweets which are over a decade old, and like with most celebs whose old posts resurfaced there are some entertaining comments from their younger self. But also other negative tweets have been discovered which fans have slammed as ableist, misogynistic, and fat-shaming. Here's a glimpse at Kelce's past thoughts when he was feelin' 22 (and 21). He was at one with nature and animals, despite misspelling squirrels. What time is it? We can all relate... but what is Kelce tweeting from? Treating Twitter as a diary/calendar back in the day, and he misspelled the restaurant name Chipotle as “Chipolte.” Expressing his love for Olive Garden is pretty relatable and the restaurant chain even recently replied: "It's a love story, baby just say 'when.'" In a since-deleted tweet, Kelce wrote: "happy easter to all!!! #shoutout to Jesus for takin one for the team.... haha." However, fans have also spotted and highlighted some problematic tweets from Kelce. Most of these tweets appear to have since been deleted, while the gossip subreddit r/FauxMoi has shared an example of one. One tweet read: "Haha just caught myself judging every person that walked past me whether they were ugly, fat, funny looking, sexy haha I'm trippin." “As a man, You have something wrong with you if your going for girls that weigh more then you!!” another tweet from Kelce read, as per Daily Beast. A third used an ableist slur in his reply: "they slow as hell cuz there parents have been talkin to them like they were re**rded since they were babies.” People have been sharing their thoughts on the matter, and it has provoked mixed opinions. One person said: "He was 21-22 then. Hopefully, he's grown up." "I mean… how do such famous people not even think to have their teams go through and scrub their Twitter," another person wrote. Someone else added: "People in these comments acting like misogyny, fatphobia, and ableism aren’t that big of a deal are weird as hell to me." "Why is everyone clamoring to assume he’s changed?" a fourth person asked. How to join the indy100's free WhatsApp channel Sign up to our free Indy100 weekly newsletter Have your say in our news democracy. Click the upvote icon at the top of the page to help raise this article through the indy100 rankings.
2023-11-16 22:45
6 things we learned from The Rock's appearance on the Joe Rogan podcast
Can you tell what The Rock is cooking? Well, listeners to the latest Joe Rogan Experience episode certainly could, as one of the most famous movie stars in the world met with the podcast host. The actor, real name Dwayne Johnson, spoke with Rogan for three hours over the course of the interview in another lengthy instalment of the podcast. The pair talked about everything from the wrestler-turned-actor’s early ambitions in life to his thoughts on politics and much more in between. Here are six things we learned from the episode. He had dreams of being a country music singer He looks like he was born to be a wrestler, and with a personality to match his frame it’s no surprise he became a huge movie star too – but it turns out Johnson had dreams of becoming a country music star before his career took off. Johnson spoke about his early life, revealing that he was hanging out in Nashville at the age of 15 in pursuit of his dream. “It was downtown Nashville… I had no business being in a bar on Lower Broadway, because I had this fantasy in my head that I was gonna be a country music singer,” he said. That didn’t quite work out – and he’s probably quite glad things transpired for him the way they did. This crazy story about his first car Joe & The Rock: "What Was Your First Car?" www.youtube.com Johnson shared a tale about his first car, which he had for a matter of hours. “I would go down to these honky tonks, so I was down there with a buddy of mine named Downtown Bruno, who’s still one of my best friends today, and a drunk walks in and says “Hey, who wants to buy a car?” he said. “I had no car at that time, no money, we had just got evicted out of Hawaii and I said “I’ll buy it”, and I had no money. I said ‘How much?’ He said ‘$75, 80 bucks’ and I said ‘Cool’.” “I tell Bruno ‘How much money you got?’ He said ‘I only got $40’ I said ‘Give me $40’. The actor went on to say: “So I give it to the drunk, who’s probably high too as well, and I said’“Here, I’ll come back and give you the other $40.’ Speaking of cool cars, it was a ’77 Thunderbird. Blue… It was a hunk of sh**. “Give the drunk $40 bucks, I said ‘Hey, I’ll come back and give you the rest tonight.’ I get in the vehicle, I start driving down the road, Downtown Bruno is following me in his car, I’m like ‘F*** I got my first car.’ You know how it is when you’re a kid, right, you’re like this is it brother. This is it.” “I’m driving down the road, on I-65 down in Nashville, and I hear a lot of noise, some rustling. You know on those big bodies they have the backseat and the floor is really wide? There was another f***ing drunk on the floor… I was like ‘What the f***?’ He’s in the car. The story went on: “So I pull over and he’s just high as f***, probably a crackhead, and I said ‘Dude, I bought the car, you’ve gotta get out.’ He gets out. “Then the next day I go to put gas in the car, by the way, I’m 15, I have no f***ing papers, the car is probably stolen. I try to put gas in it and the guy, the drunk, the crackhead, didn’t give me the gas key. Remember those old school that had the gas key? “So I ditched it at a f***ing Burger King. That was my first car.” The Rock has never heard of the Cybertruck Sorry Elon Musk bros – The Rock has never heard of the Cybertruck, despite Rogan waxing lyrical about it, and he doesn’t own a Tesla either, because he only drives pick-up trucks. Dismisses a run for President The Rock Running as President? Approached by a Political Party | Joe Rogan Experience www.youtube.com Not long ago, when Trump was in power and the likes of Oprah Winfrey and other celebs were being touted for president, there were plenty of people clamouring for Johnson to get into politics. However, the actor has revealed that it will never happen – despite the fact one of the two main parties in the US previously approached him. He said that he wouldn’t run because “things are so f***ed up”, before detailing his meeting with the unnamed party. “So one of the parties came to visit me at the end of last year asking for me to run for President,” he said. “First of all, incredibly f***ing surreal cause I was the guy wrestling in flea markets years ago looking for free corn dogs and hot dogs and s***. Selling my headshots for five bucks trying to make money and all of a sudden I’m having that conversation.” He added: “It was so incredibly surreal but also so incredible that they had all this data that they had said if this happens here’s the result. It was really f***ing deep. And then I started to think, again surreal because that’s never been my goal, right? “I appreciate it and I’m f***ing honored but it made me think, this is either an incredible thing and I’ve got some pretty decent leadership skills, or things are so f***ed up.” He also said he has “never been in to politics. As a matter of fact, there’s a lot about politics that I hate”. Claims he nearly turned to MMA in the 90s He’s one of the wrestling greats, but Johnson claims he had ambitions to switch to MMA in the 90s. Claiming he came close to signing with Japanese MMA promotion company PRIDE. He also said at one point he didn't think he'd make it in the WWE because people were "booing" him during matches, and he also wasn't happy with the money he was earning. "I had this idea in my head - maybe I should train [for] MMA and go to PRIDE." Sign up for our free Indy100 weekly newsletter How to join the indy100's free WhatsApp channel Have your say in our news democracy. Click the upvote icon at the top of the page to help raise this article through the indy100 rankings
2023-11-16 20:20
Caitlyn Jenner tried to swear at Joe Biden and it completely backfired
Caitlyn Jenner tried to use a rude word to criticise President Joe Biden but it backfired immediately after a glaring spelling error. The reality star is a well-known supporter of the controversial former president Donald Trump and said she would vote for him again in 2024 if he runs. Now, in an online interaction with Trump’s son Donald Jr, the 74-year-old has come under fire for remarks made involving the use of the R-word slur. In an X/Twitter post, Trump Jr shared an article about Biden’s administration and captioned it, “I know you’re not allowed to use the R word that was a big part of our vernacular growing up if you’re my age, but there has to be exceptions, right?” But, it seems Jenner had no hesitation in using the controversial word and went to write it out in a reply. But, it was quickly pointed out that she spelt it wrong. The reality star wrote: “I’ll say it RETARTED!” The results were hilarious as people made the whole debacle into one big joke at Jenner’s expense. “Girl you still ain’t say it,” one person pointed out. Another joked it was reminiscent of “The Black Eyed Peas in 2003” after their song using the slur was changed to the clean version with the title, Let's Get It Started. Although it originated as a medical term, the R-word slur is considered by The Special Olympics as a form of hate speech after becoming known as an insult towards people with mental impairments. How to join the indy100's free WhatsApp channel Sign up to our free indy100 weekly newsletter Have your say in our news democracy. Click the upvote icon at the top of the page to help raise this article through the indy100 rankings.
2023-11-16 19:29
Harry Styles officially debuts his new buzz cut to mixed reaction
Harry Styles dropped jaws across the globe after shaving his signature hairstyle and opting for a buzz cut. Rumours surfaced when low-quality photos surfaced online, but now, his lifestyle brand Pleasing has dropped an official first look at his new hair. "Our Founder, Harry Styles, toasts the launch of Pleasing Fragrance with friends in London. November, 2023," the post read, along with the photo of the 'Watermelon Sugar' singer perched on a sofa. The comments section opened up the floodgates to a wide range of opinions, with one describing it as an "opinion piece" in itself. "Can't lie he still looks so fine," one fan wrote, while another joked: "Can’t wait to defend this at Thanksgiving dinner." One person described Styles' new look as serving "Prison Break realness." Meanwhile, one Instagrammer asked: "Where was the trigger warning?" Others took the opportunity to mourn his famous locks, with one diehard "sobbing in curly hair." "Put this man in timeout," another humoured. It comes after a painting of Harry Styles by David Hockney was put on display at the National Portrait Gallery earlier this month. Hockney, most known for his contribution to the pop art movement of the 1960s, shows Styles wearing an orange and red striped cardigan and blue jeans paired with a pearl necklace. The exhibition showcases Hockney's expansive career with more than 30 new portraits, including Hockney’s mother, the late Laura Hockney and his friend, fashion designer Celia Birtwell. The David Hockney: Drawing From Life exhibition will run until January 21 2024. How to join the indy100's free WhatsApp channel Sign up for our free Indy100 weekly newsletter Have your say in our news democracy. Click the upvote icon at the top of the page to help raise this article through the indy100 rankings.
2023-11-16 17:54
Time After Time: The Surprising Connection Between Taylor Swift’s “22” and Hanson’s “MMMBop”
It’s possible to sing the chorus to Hanson’s 1997 smash “MMMBop” over the chords to Taylor Swift’s 2012 hit “22.”
2023-11-16 06:19