I’ve always been called the stylist in my family and amongst friends.
I think back to when I was a kid ruminating through my moms closet, and then eventually convincing my mom a pair of boots with heels was necessary for my outfit. They were brown and the heel was barely there, I was obsessed with them. I think my dream to own a clothing brand started somewhere there, and since then it has been something I have worked towards.
Before I knew anything about the brand I knew I wanted to produce in Portugal. Ethical production is the only thing I know, and knew then as well. Today we're producing in Italy and Sweden too.
After that we started talking about names. Me and Rasmus, my partner and co-founder, was having breakfast at a café in Los Feliz and I remember reading the word Avenue and my mind started playing around with it. I said Djerf Avenue out loud and we both looked at each other with excitement, we found our name.
Djerf Avenue is my safe space, and I hope that translated to all of you through the products and content we create.
I want you to feel like you are stepping into our world when you shop with us, or just hang on our socials. A Djerf Avenue world filled with kindness, inspiration, respect, and the perfect wardrobe staples.
Thank you for supporting my dream, Djerf Avenue <3 And I hope Djerf Avenue gets to be a part of you reaching your dreams.
My 12 year old self is saying ”Everyday is a runway”, so go chase your dreams, and wear a Djerf Avenue outfit while at it!