By Rotation

By Rotation is a community-powered platform determined to transform the way we consume fashion.

By Rotation

brand facts

  • By Rotation was launched in October 2019 by Eshita Kabra-Davies as the world’s first social fashion rental app.
  • By Rotation is making sustainable fashion more accessible and prolonging the life cycle of quality items already in circulation; helping the industry to avoid the £140 million worth of textile waste that goes to landfill every year.
  • In 2019, By Rotation were awarded the Eco-Age Brandmark.
  • As part of their commitment to becoming a fully sustainable business, By Rotation have partnered with BLANC, to offer our users a sustainable alternative to dry-cleaning and to encourage them to mend and restore items to lengthen their lifecycle.

Brand categories

  • venture capital
  • clothing & apparel
  • UK
  • current

Our journey with By Rotation

We invested in By Rotation, a peer-to-peer fashion rental app in April 2022 as part of their £2.3m seed funding round to help support the business' plans to expand into Europe and the US. We love how By Rotation is reimagining fashion consumption, by encouraging people to share their wardrobes and access new garments from their peers without having to buy new.

brand updates


By Rotation among winners of the new Circular Fashion Innovator’s Fund

The British Fashion Council (BFC) and eBay UK have announced six winners of the first Circular Fashion Innovator’s Fund, awarding 100,000 pounds to small businesses with circular fashion solutions.

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How To Become A Pro Fashion Renter And Make Thousands

When Eshita Kabra-Davies started fashion rental platform By Rotation in October 2019, leasing out our wardrobes was still a foreign proposition. Fast forward five months, and lockdown hit.

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