Admit it, you have a secret pile of jeans-you-never-wear that are hidden from your boyfriend/mum/judgemental friends, right? We do too. It’s full of the skinnies that you’re convinced you’ll starve yourself into by Friday night or some super-jazzy sequinned embellished horrors that appeared to be an absolute bargain in the sale. We just never learn.
Well, it’s time to face the fear with the aid of those lovely denim peeps at Donna Ida. Bring your old jeans into any of the three Donna Ida stores (or even by post – deets below) and you’ll receive a £20 voucher towards a new pair – and with the guidance of their jean-genius store assistants, we’re pretty sure you won’t make the same mistakes again. Yays all round.
But what will Donna Ida do with your old jeans we hear you cry? Well, they’ll be laundered and either sold as they are or customised and revamped into new styles to go on sale in Lily Allen’s new shop, Lucy in Disguise (opens 16th Sept King St), where Donna Ida will have a cool concession. And before you go thinking its all take, take, take, please be sure to remember that 50% of the proceeds will go to the charity Jeans for Genes. That’s what Donna Ida calls a ‘double denim good deed’!
The Village, Westfield, Ariel Way, W12 7GP
40 Elizabeth Street, SW1W 9NZ
106 Draycott Avenue, SW3 3AE