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Donna Ida and Lily Allen Team up for Jeans for Genes

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U.K. denim emporium Donna Ida has partnered with Lucy in Disguise, the newly launched vintage boutique founded by singer Lily Allen and her sister Sarah Owen to raise proceeds for Jeans for Genes, a charity that benefits children with genetic disorders.

Shoppers are encouraged to take a pair (or several) of old or unwanted jeans into any London-based Donna Ida store and trade them for a £20 voucher off their next pair of new jeans. The old jeans will then be styled and sold at the Donna Ida concession at Lucy in Disguise with 50% of the proceeds going to Jeans for Genes.

As Donna Ida says, “It’s a double denim good deed.”

*October 1 is Jeans for Genes Day, an an annual fundraising event encouraging people to wear jeans to at work or school and make a small donation to the charity.

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