Djerf Avenue is opening its first-ever UK pop-up this month in celebration of the brand’s fifth anniversary.
The Swedish fashion and beauty company’s Christmas-inspired activation will be open for ten days in London shopping destination Covent Garden.
It follows the success of Djerf Avenue pop-ups in New York, US and Stockholm, Sweden, this year.
Djerf Avenue’s autumn/winter clothing collection will be showcased, as well as products from the Djerf Avenue Beauty range.
These include Essential Moisture Shampoo and Conditioner, Essential Moisture Hair Mask, On the Go Styling Gel, Breezy Styling Mist and Breezy Weightless Hair Mask.
Visitors can have their hair styled for free by Dyson Beauty too, using Djerf Avenue Beauty products, while manicures will also be available.
The brand’s courtyard café will host bakery Fabrique, which will be serving up Swedish treats and hot drinks.
Matilda Djerf, co-founder of Djerf Avenue
The pop-up will be open from 29 November to 8 December at 25 Shelton Street, London, WC2H 9HW.
“I am beyond excited to bring Djerf Avenue to London,” said Matilda Djerf, content creator and co-founder of Djerf Avenue.
“We have an amazing community in the UK and the pop-up will allow space for every single one of our angels, and anyone curious about our brand, to come together in one place.
“December marks our fifth birthday and we cannot think of a better way to mark the occasion than this.”
Djerf Avenue was co-founded by Djerf and Rasmus Johansson in 2019.
The brand offers versatile fashion, as well as hair care and styling products via Djerf Avenue Beauty.
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