Djerf Avenue is a Scandinavian fashion and lifestyle brand founded in 2019 by Swedish creator Matilda Djerf and partner Rasmus Johansson. Known for its minimalist aesthetic, timeless wardrobe staples, and strong values of inclusivity and sustainability, the brand has become a global success story without traditional VC backing. Djerf Avenue is primarily self-funded, with the founders retaining around 90% ownership. It generates $30M+ in annual revenue, driven by community-led marketing and a loyal global audience.