In conversation with Donna Ida Thornton

We love a good pair of jeans. Imagine the thrill when we got to have a natter with the Queen of Jeans herself. Born and raised in Sydney, Australia, Donna Ida Thornton moved to the UK in 1999 for a career in marketing when she spotted a gap in the market. While out shopping one day Donna realised she couldn’t find anywhere to buy jeans that she felt truly comfortable in. So when a friend suggested that Donna should launch a denim brand, she did exactly that. Read on to find out what inspires her and what makes up a typical working day. 

Describe your typical working day?

I get up at 5am and 7am at my desk or at the gym at 7am. I like to clear my desk and get on top of emails before everyone comes in and the day starts. Every day is different for me, on a weekly basis we have a long trading meeting on a Monday morning from around 10am- once all the sales reports from the week before have been pulled.  

What's the favourite part of your job?

Buying, selling and creating!  

What's your proudest IDA moment to date?

When the collection first arrived and went up on line, every sale was for IDA.  

Which pieces from IDA SS15 collection have made their way into your wardrobe?

A few! The Downton Dazzler in Milkshake and Urban Cashmere are fanatic and I live in them. I also have Kitty which I had cropped with a frayed hem.  

What are you most excited about for the IDA AW15 collection?

The Downtown Dazzler in Disco Noir and the Adelaide flare in Grease. I always love the fashion pieces!  

Who or what couldn't you work without?

My iphone! it is everything. Also Claire Venter who I have worked with for 5 years she is amazing to work with and I love every day with her.  

And finally, what is team IDA's guilty pleasure?

The peanut butter cups from The Good Life on Sloane Avenue. Too good!! Though don't have too many if you want to fit into Rizzo!