IDA; the high-waisted, debut collection by Donna Ida Thornton is coming soon. Drawing inspiration from quintessential British elegance and sophistication with a contemporary aesthetic and attitude to denim.
“We have a regular customer called Jeanie who is in her fifties. She’d come in regularly and ask for high-waisted jeans. She’s clear about what she wants, and if we didn’t have it she’d say ‘well, why not?’ I felt like I was letting her down so I thought, ‘all right, Jeanie, we’ll create a new brand for you.’ I’ve named one of the styles after her.”