Calling all denim lovers- donate your jeans to Donna Ida’s Denim Drive

Donna Ida, the Queen of Denim, needs your help. She has helped some of us build our wardrobe with the ultimate pair of jeans you could just live in.

Now she wants to help you clear out your wardrobe through her newly re-launched Denim Drive initiative, which first began in 2010. As of Monday 27^th May until Friday 21^st June, for every pair of unwanted jeans you donate in-store or online, you will receive a £20 voucher to spend on your next jeans purchase in return, with the money going to two very worthy causes – Newlife and Jeans for Genes.

Newlife is a charity that recycles clothes to fund equipment for disabled children; Jeans For Genes financially supports Genetic Disorders UK.

In Donna’s own words: “Fashion is all about editing – pulling together your favourite pieces and replacing the old, and that’s what has inspired the Denim Drive. By linking up with Jeans for Genes and Newlife Foundation, clearing out your closet is more than a spring clean – the donated jeans are recycled for a good cause.”

Recycle your old jeans in any of the four Donna Ida boutiques: Draycott Avenue in Chelsea, Elizabeth Street in Belgravia, The Village in Westfield London or Swan Lane in Guildford.

Donna, who sponsors Jeans for Genes said: “We all have an old pair of jeans that have been living in the back of our wardrobes and you never wear. Now it’s time to clear out your wardrobe for a good cause. If you have jeans that are worn out, old, the wrong colour or they don’t fit, bring them in and we’ll give you a voucher for a nice new pair.”

Caroline Harding, CEO of Jeans for Genes asserts: “Donna Ida Thornton is an amazing patron of Jeans for Genes, helping raise an incredible amount of money and providing much needed funds for children and families affected by genetic disorders in the UK.”

Newlife Foundation CEO Sheila Brown, OBE, said: “This is an opportunity not only for Newlife Foundation to generate valuable funding to help us continue to provide essential services, but to raise awareness of the growing need for support for families of disabled and terminally ill children across the UK. We believe there are around 250,000 children who struggle through their daily lives without the specialist equipment they need; our mission is to support as many of those families as we can, while at the same time fighting the causes of childhood disability through investment in vital medical research.”

We’ve all got a few unloved pairs that we seem to just hold onto. So, isn’t it time to donate?

Pooja Sahny

Send your jeans to 13 Bramley Road, Phoenix Brewery, London, W10 6SP