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Whatever your Denim Dilemma, we’re here to help! If you’re unsure of your shape, don’t know your low-rise from your high-rise, or just want to know how to wear the latest trends, we can help you.

Visit our comprehensive Denim Clinic for all you need to know to find your perfect jeans.

Take a look at our body shape videos presented by Donna Ida Thornton to find out if you are PearCurvyBoyishApple, Petite or Long Legs.

If you find it hard to find jeans to fit properly, try our helpful section giving tips on how to Measure Yourself. We will help make sure you get the perfect fit every time.

In our Style Bible, we’ll show you what key shapes looks like. So whether it’s BootcutBoyfriend, StraightFlareCrop or Skinny, we’ll tell you everything you need to know.

If you need a little more help and advice you can send us your Denim Dilemma through Twitter @donnaidadenim or Facebook and we’ll email you suggestions. Ask us anything! Whether it's how to wear skinny jeans or what the new ‘it’ style will be. 

If you live near one of our boutiques in Chelsea, Belgravia, Westfield or Guildford you can book into our Denim Clinic with one of our Style Advisors. Simply get in touch with the store for a one-to-one appointment with one of our denim experts.

If you are shopping online you can send us a picture of yourself giving a brief description of your Denim Dilemma and one of our denim experts will reply with suggested styles for you and offer advice.

We’ll find the perfect jeans for you. Visit the Denim Clinic or go straight to the Denim Shop.


We offer a full tailoring service to ensure that your jeans fit you perfectly. Donna Ida can arrange alterations with our tailor for you if you know what length you would like your jeans. We do recommend that if it is your first online purchase with us that you have your jeans professionally pinned and hemmed so we know you have the correct dimensions for subsequent purchases/alterations. Please note if we do arrange to have your jeans altered they cannot be returned or exchanged.

If you would like us to hem or alter your jeans with an online purchase, please email

American Hem £15
Hem with Ankle Zips £20
Waist Tailoring £25
Hem & Waist Tailoring £35
Full Tapering £35
Half Tapering £25
Patches £20 per patch
Pocket Removal £7
Ankle Zip Insert £35
Ankle Zip Insert with Hem £40
Maternity Tailoring £40