Fashionably Fitfat

📰 Djerf Avenue Finds Its First Permanent Home in New York City With SoHo Flagship {% if EntryImageUrl and EntryImageUrl != "" %} {% endif %} ✨ Fashion Insights & Trends: Three years after opening her brand’s first pop-up in New York City, Matilda Djerf’s Djerf Avenue is back in the Big Apple for good. The Scandi label has permanently settled in SoHo at 25 Bond St., just down the block from Gwyneth Paltrow’s Goop and Gigi Hadid’s Guest in Residence. “We didn’t do a lot of research about the best city to do the first store in,” Djerf tells Fashionista of the new flagship. “It’s always about the gut feeling, and New York is such a special place for us.” The 29-year-old Swedish influencer, who launched Djerf Avenue with her fiancé Rasmus Johansson in 2019, cites community events such as the brand’s Guggenheim fashion show as an inflection point for her company, which did $36 million in sale...