If you’ve spent more than five minutes on Pinterest or Instagram lately, you’ve seen the hair. That bouncy, 70s-inspired blowout that looks like it requires a personal wind machine and a team of stylists. It belongs to Matilda Djerf, the Swedish "it-girl" who basically invented the "Clean Girl" aesthetic before it even had a name. But while everyone is busy trying to copy her curtain bangs, the real story is the massive amount of money she’s making behind the scenes.
Matilda Djerf net worth is a topic that gets tossed around a lot in fashion circles, often with some pretty wild guesses.
Let's get into the actual numbers. By 2026, most industry analysts and financial reports pin her personal net worth somewhere between $15 million and $20 million, though the valuation of her brand, Djerf Avenue, is significantly higher. We aren't just talking about sponsored posts and free leggings here. This is a full-scale retail empire that moved from a Stockholm bedroom to a global powerhouse in record time.
The Revenue Machine: How Djerf Avenue Changed the Game
It’s easy to look at a pretty girl in a blazer and think "influencer." Honestly, that’s a mistake. Matilda and her partner, Rasmus Johansson, launched Djerf Avenue in 2019 without a formal business plan. They just wanted clothes that didn't feel like "fast fashion garbage," and apparently, the rest of the world did too.
The growth has been, quite frankly, insane.
👉 See also: Publix on West Road in Ocoee: What Most People Get Wrong
- Year 1 (2020): ~$1.8 million in revenue.
- Year 3 (2022): ~$34.5 million in revenue.
- Year 5 (2024/2025): Estimates suggest the brand is clearing north of $50 million annually.
What makes this different from your average celebrity brand? Control. They didn't take outside VC money for a long time. They own the majority of the equity. When you aren't splitting the pie with twenty different investors, your personal net worth skyrockets alongside your company's valuation.
Where the Money Actually Comes From
Matilda isn't just selling $100 pajamas. She’s built a multi-vertical lifestyle ecosystem.
The Core Clothing Line
This is the bread and butter. Think oversized blazers, breezy button-downs, and those viral fruit-print robes. The brand prides itself on "ethical production" in Portugal, Italy, and Sweden. People pay a premium for that. You've probably noticed they don't do traditional sales. By keeping inventory tight and demand high, they maintain margins that make traditional retailers weep.
Djerf Avenue Beauty
In 2024, she finally did what everyone wanted: she bottled the hair secret. The launch of Djerf Avenue Beauty, specifically the Breezy Styling Mist and the On-the-Go Styling Gel, was a masterstroke. Beauty products have notoriously high profit margins compared to apparel. If you can get a million people to buy a $25 hair gel every three months, you aren't just a creator; you're a mogul.
Social Media and Personal Brand
Even though the clothing brand is the "big" money, her personal Instagram—with over 3 million followers—is a massive asset. While she mostly posts her own brand now, a single sponsored post for a high-end luxury house (think Dior or Chanel, with whom she’s worked) can net upwards of $50,000 to $100,000.
The "Gatekeeping" Scandal and the 2024 Dip
It hasn't all been aesthetic picnics and sunshine.
In late 2023 and throughout 2024, the brand hit its first real speed bump. There was a huge controversy regarding Djerf Avenue’s legal team reporting smaller creators for "copying" their designs—designs that many argued were just basic staples. The "gatekeeping" narrative hurt. Some followers felt the brand had lost its "kind girl" soul.
Did it tank the Matilda Djerf net worth? Not exactly. But it did slow the momentum.
Business is about weathering the storm. Matilda responded by leaning harder into transparency and launching high-profile pop-ups in places like Selfridges in London and New York City. By early 2026, the brand seems to have regained its footing, proving that a loyal "cult" following is harder to kill than a Twitter trend.
Why Her Wealth is "Stickier" Than Other Influencers
Most influencers have a shelf life. They trend, they sell a collab, they fade. Matilda is playing the long game.
- No Retouching: Djerf Avenue famously doesn't retouch models. In a world of AI-filtered perfection, this "realness" creates a level of brand trust that is literally bankable.
- The "Rasmus" Factor: Having her partner as CEO means the vision and the business are perfectly aligned. They aren't fighting a board of directors who want to cut corners to save $2 on a zipper.
- Resale Value: Go look at Depop or Poshmark. Djerf Avenue pieces often sell for close to retail price, even used. When your clothes hold their value, your brand is seen as an investment, not a whim.
The Reality of the $35 Million Figure
You’ll often see "$34.5 million" or "$35 million" cited as her net worth. Just to be clear: that was the brand's revenue in a previous fiscal year.
There is a huge difference between what a company makes and what the founder takes home. However, given the high profit margins of direct-to-consumer (DTC) fashion and her minimal overhead in the early years, her personal take-home pay is substantial. Swedish public records in 2023 showed she took a salary of around 7.7 million SEK (roughly $750k USD), but that doesn't include dividends, brand equity, or her separate influencer earnings.
Basically, she’s doing very, very well.
What’s Next for the Djerf Empire?
Looking ahead, the focus is clearly on "home." We’re seeing more lifestyle items—candles, bedding, even kitchenware. The goal is to make Djerf Avenue a "cradle-to-grave" aesthetic. You wear the clothes, you use the hair products, you sleep in the sheets.
If she successfully transitions into a full-scale lifestyle brand (think a Gen Z version of Martha Stewart or Gwyneth Paltrow’s Goop), a $100 million valuation isn't just possible—it’s likely.
Actionable Insights for Following the Djerf Model
If you're looking at Matilda Djerf's success as a blueprint, here are the three things she did differently that actually moved the needle:
- Build the Community Before the Product: She spent years building a hyper-engaged audience that trusted her taste before she ever asked them to buy a $100 shirt.
- Own Your Equity: By avoiding early-stage investors, she kept control of her brand's "vibe" and her eventual payout.
- Niche Down on "Basics": She didn't try to reinvent the wheel. She just made the "perfect" version of things people already wore, then marketed them through a very specific, aspirational lens.
Check the secondary market prices on sites like Vestiaire Collective to see how her brand's value is holding up in real-time; it’s usually the best indicator of a brand’s long-term financial health.