Our Avenue

Get inspired by what our DA angels wore to our pop-up in NYC last week!

What a magical week we had in New York! We're still processing how incredible it has been to introduce Djerf Avenue Beauty to the world for the first time alongside our angels. For those of you who could not attend, we are sharing our favorite photos from this week that capture the magic and will make you feel like you were there. Thank you to everyone who made it to the pop-up each day. We couldn't be more grateful for the love and support you have shown us and Djerf Avenue Beauty.

Follow along on our Angels Avenue styleboard NYC Pop-up 2024 where we will continue to collect more photos from this extra special week.

Sit down with Matilda as she dives into all things Djerf Avenue Beauty. From the process of creating Djerf Avenue Beauty, what inspired her to create the Breezy Styling Mist and On The Go Styling Gel, her dreams for Djerf Avenue Beauty, and so much more. You can catch it all in our latest Youtube video here or by clicking the photo below.

We're so excited to enter this new chapter with you soon...Djerf Avenue Beauty launches on March 27th.

We're gathering our favorite photos from our office celebration for Djerf Avenue Beauty. We couldn't be more excited to share this new chapter with you soon...

Follow along on our Angels Avenue styleboard Djerf Avenue Beauty, where we will continue to collect more photos and sneak peeks. Djerf Avenue Beauty launches on March 27th.

You asked and we listened - your Djerf Avenue favorites are finally returning. Take a look at how we're styling the REMADE Favorite Bag, Daily Styles, and Sporty Pants that are all restocking on March 11th at 16 CET.

Which outfit is your favorite? Which returning item will you be getting on March 11th?

With a rise in loungewear becoming everyday attire that is suitable for more than just casual wear, our Daily Staples are perfect closet essentials that can be dressed up or down for day-to-day.

Read more below for our take on sweat sets and our tips on how to elevate loungewear looks for everyday.

Sunday is our favorite day to reset. This is when we plan for the week ahead, get our errands done, and take a little extra care of ourselves.

Check out our Sunday Checklist that is guiding us through our must-dos for today. Screenshot the template and fill in the hearts as you navigate your way through this Sunday.

What other tasks should we add to our Sunday checklist? Comment down below!

Filled with essential items that you'll be reaching for every day, our Daily Staples are suitable for your day-to-day routines - whether that is running around the city doing errands, lounging around at home, or stepping out for a cup of coffee with friends.

We have created The Staple Packing List for your daily, weekly, and weekend plans. These bags are filled with our must-have staples for each of these occasions.

What are staples you always have in your bag for a routine day? Weekly events? Special weekend plans?

Our team has curated a playlist for our upcoming launch, Daily Staples. A soundtrack for your busiest days, these tunes are perfect for uplifting your mood while checking off your to-do list and getting you moving while you power through errands.

Throw on a chic and comfy outfit, plug in your headphones, and press play to listen to songs that get you in the mindset of Daily Staples. You'll feel good while getting things done!

Listen here!

We're showing you how we style our Day-to-day pieces for everyday! Which look is your favorite?

Fettisdagen has arrived in Sweden! To celebrate, we are sharing with you all our favorite recipe to make the traditional semla - a deliciously sweet cardomom scented bun, filled with almond paste and topped with whipped cream. Let us know if you try this recipe - we'd love to know what you think of this little taste of Sweden!

From Core Collection staples to our coziest and softest knits, Matilda shares some of her recent looks featuring a few of her favorite DA pieces. Which look is your favorite? Comment down below!

Valentine's Day is a time to celebrate love of all kinds, in every form. It is a beautiful opportunity to honor the love you have for yourself, for your friends and family, your partners, or pets - anyone you adore!

Whether you're spending the day indulging in self-care or enjoying the evening with a loved one, we are wishing you moments of peace and joy, and that your days are filled with love and gratitude. Always.

Get to know our team this Valentine's Day, as we've sat down to ask them how they'll be spending the day, how they're styling DA pieces for the occasion, and what their greatest self-care tips are.

How will you be spending this Valentine's Day? Let us know in the comments!

The perfect breakfast for all of your slower mornings. Try out our pancake recipe for your next self-care day or to start your weekend. Best served warm with your choice of toppings!