Glossy Pop Newsletter: The New Community Playbook — Inside Matilda

By the time I got off the subway at 9 a.m. on Thursday to attend the press preview for Djerf Avenue's four-day pop-up shop on Spring Street, the line had already been forming for over three hours. The pop-up would open to the public at 10 a.m. It was the first day of the first New York City pop-up for the brand, which was founded by Swedish influencer Matilda Djerf in 2019. As such, it would also be the first time Djerf's fans could shop the direct-to-consumer, Stockholm-based brand IRL.

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