I always enjoy talking about philanthropy in the denim industry or in the fashion and retail industries overall. In my small little corner of the world I hope that talking about the good some companies are doing will encourage others to do the same.

Online retailer Donna Ida has been a staunch supporter of Jeans for Genes, a charity that urges people across the UK and Australia to wear jeans on the 1st of Oct to work or school for a small donation. The money goes to Children's Medical Research Institute which studies the causes and seeks cures for congenital disorders in children such as epilepsy and birth defects.

As part of this initiative, Donna Ida partnered with Lucy in Disguise, a newly launched boutique founded by singer Lily Allen and her sister Sarah Owen, where denim donations are sold in the Donna Ida denim corner. Lily and Sarah showed their support by showing up to the Westfield Car Boot Fair a few days ago and posing by the branded car in order to encourage people to donate their jeans for the cause. 

For more information about Jeans for Genes visit www.jeansforgenes.com.