Donna Ida on sale

Dona Ida founded her eponymous denim brand in 2006. Dreading an annual trip to department stores and boutiques to find the perfect pair of jeans, Dona Ida Thornton set about creating London’s first denim-focused boutique. Focusing on great cuts, knowledgeable staff and creating a friendly atmosphere, Dona Idea quickly became the go-to place for women on the hunt for that illusive pair of perfect jeans. Widely considered the Jean Queen, Ida launched her own denim collection in 2013 featuring contemporary classics in a variety of washes.