Donna Ida is the ultimate denim destination curating the modern wardrobe. It was 2005 and Donna Ida Thornton couldn’t find the right jeans. Sydney-born Donna knew what jeans she could pull off but dreaded the hours trawling through various department stores searching for that special pair of jeans that would make her look and feel great. Donna needed a place of sanctuary, a retreat for women like her who wanted to get the best advice for her style, to discover which jeans suited her best. London needed it.