May Recap with Matilda 🫐

As I am writing this, I am lucky enough to be looking out at the ocean. Another month has passed. I keep starting my emails like this because every month I am just as shocked by how quickly time passes.

I generally don’t want May to end, and this year is no different. During the colder months, I count down until May arrives. Over the years, it has become my favorite month. In Sweden, the lilacs start blooming, the trees have hibernated long enough and burst into full bloom, and the streets are filled with people. It is as if everything comes to life.

At the office, we have been working hard to make sure everything is set up before summer vacations begin. That means a lot of optimizing upcoming drops and preparing both the front and back end to make sure you have fun things to look at throughout the summer. Behind the scenes, we are working a year ahead, sourcing the best materials and designing pieces that make you feel good. So while we are rolling out campaigns for items dropping now, we are also designing and sampling pieces for Spring 2027.
This is your chance to let us know what you would like to see. Send me a DM or send us an email. Nothing makes me more excited than hearing your thoughts. Next year is a big year for me personally, and I am making sure that also reflects in Djerf Avenue. I love walking hand in hand with you through both big milestones and small moments in life.

Looking at where we are right now, I want to prepare you for some really special summer pieces coming your way. We have wanted to make sure we have equally special clothing drops as we do loungewear drops. And if you thought Blueberry Bloom was the last print before summer, you were wrong. At the end of June, our final print before summer launches, and let me just say, it is perfect.

As for clothing, I told you we want to make sure we create special pieces. In two days, we are launching a small, curated drop of pieces I will be wearing all summer long. Made from 100% organic cotton, these are airy, comfortable pieces meant to be lived in. We want to make sure every piece serves a purpose. We do not design to fill out a collection, which is why this drop is a little smaller than some of our previous ones.

June is a summer month, but vacation does not start until July. Before I personally head off on vacation, I will be diving into a few extra special things during the month of June. A campaign for a collaboration I am really excited about (if you follow me on Instagram and have been wondering where the black pants I wore in Paris were from!), design decisions for another major moment happening later this year, and wear testing for Spring/Summer 2027.

I hope June gives you slow moments for yourself, laughter in the most unexpected places, and gratitude in the small everyday moments when we are reminded of how lucky we are.
Thank you, May, for reminding me to slow down, smell the flowers, and breathe.
x
Matilda