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Donna Ida
United Kingdom · Est. 2006 · Mid-range
Donna Ida is a London-based denim brand founded by Australian-born designer Donna Ida Thornton in 2006. Created after she struggled to find jeans that felt comfortable and flattering, the brand focuses on denim designed to celebrate different body shapes.
Its collection includes high-waisted jeans, denim jumpsuits, dresses, skirts, jackets and everyday separates. Shoppers can explore skinny, straight, bootcut, boyfriend, wide-leg and flared styles, alongside dedicated petite and tall options. The brand is also known for statement all-in-ones such as its boiler suits and flared jumpsuits.
Positioned within the mid-range category, Donna Ida combines classic denim with contemporary silhouettes that can be dressed up or worn casually. The brand offers worldwide delivery through its website.
Eseni
United Kingdom · Est. 2025 · Mid-range
Eseni is a London-based denim brand founded by Naomi Genes-Williams and Charlotte Quinn. The brand creates everyday jeans with clean silhouettes, considered fits and a modern yet timeless aesthetic.
Its collection includes straight-leg, relaxed, cropped and high-rise denim in different washes and leg lengths. Eseni’s signature sizing system combines two traditional waist sizes, while a hidden waistband adjuster allows wearers to customise the fit and reduce gaping. The range includes lengths suitable for both petite and taller frames.
Positioned within the mid-range category, Eseni focuses on quality, comfort and long-term wear rather than short-lived trends. Its jeans are produced in limited quantities, using low-impact washing methods and carefully selected materials. The brand ships internationally to a range of destinations.
Avo Activewear
United Kingdom · Est. 2018 · Mid-range
Avo Activewear is a petite sportswear brand founded by Ally Patterson in Bristol. Created from her own difficulty finding activewear that fit her 5'1"" frame, the brand designs clothing specifically for women who are 5'3"" and under.
Its collection includes leggings, flared leggings, shorts, sports bras, crop tops, hoodies and maternity styles. Each piece is made with shorter proportions to reduce common fit problems such as excess fabric at the ankle and waistbands that sit too high.
Positioned within the mid-range category, Avo Activewear combines practical performance features with styles suitable for workouts, walking and everyday wear. The brand offers worldwide shipping through its website.
