EXCLUSIVE: Matilda Djerf Talks Djerf Avenue’s New York City Debut With SoHo Pop-up Shop and Guggenheim Fashion Show

Coveted Scandi label Djerf Avenue touches down in New York City later this month, opening its second pop-up in SoHo. Founded by Swedish influencer Matilda Djerf in 2019, the clothing brand quickly amassed a cult following around its perennial staples. Blazers, T-shirts and cozy loungewear are among Djerf Avenue’s simple, yet chic offerings. Starting Aug. 31, Djerf Avenue’s New York pop-up will be open at 21 Spring Street from 10 a.m. to 6 p.m. Matilda Djerf for Djerf Avenue. Exclusive pieces, including an “I heart DA” graphic T-shirt inspired by Milton Glaser’s iconic design, will be available to purchase at the shop, along with some of the brand’s bestselling styles. The Go Slow collection is also getting an update: a new item from Djerf Avenue’s popular loungewear line will debut at the pop-up. Following Djerf Avenue’s first pop-up in Los Angeles last year, coming to New York felt like a natural next step, Djerf said. “We have a lot of customers in New York,” Djerf told WWD. “It’s such a busy city that it feels fun to have a pop-up there for customers to just hang out a little bit and slow down.” Slowing down is key to Djerf Avenue’s hygge ethos. As the Gen Z

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