Story of By Rotation: Peer-to-peer App for Renting & Borrowing Designer Fashion
Story of By Rotation:
Launching a Sustainable Vision
In October 2019, Eshita Kabra-Davies founded By Rotation, a
peer-to-peer fashion rental app based in London. Her mission was to reduce fast
fashion waste by enabling users to rent and lend designer clothing and
accessories directly from one another.
Pioneering a Shared Wardrobe
By Rotation is designed to be the world’s largest dynamic
shared wardrobe. The platform allows users to access high-quality fashion
without constantly buying new items, combining financial and environmental
benefits.
Founder’s Inspiration
Eshita, a global citizen and first-time founder, wanted to
create an inclusive, conscious community. She emphasizes diversity and
sustainability, aiming to raise awareness of fashion’s environmental impact
while fostering a vibrant user community.
Community-First Approach
The app focuses on building a social network for fashion
enthusiasts. Users can follow others, rent repeatedly from the same person, and
effectively expand their wardrobe without buying more items, blending social
engagement with sustainable consumption.
Tech-Driven Platform
By Rotation is purely peer-to-peer, holding no inventory.
Unlike conventional fashion rental platforms, it relies on technology and
community engagement rather than a retail-heavy or inventory-managed model,
earning its reputation as the “Instagram of fashion rentals.”
Competitive Landscape
In the U.K., By Rotation competes with My Wardrobe HQ and
Hurr Collective, but Eshita claims her platform has the largest user base and
listing count. The app distinguishes itself through a grassroots community
approach and tech-first development.
Pandemic Challenges and Recovery
Fashion rental platforms faced setbacks during the pandemic
due to canceled events and work-from-home trends. As interest in sustainability
grows, By Rotation is seeing renewed momentum and expanding its user base.
Growth and Scale
Since launch, the app has attracted over 200,000 users,
primarily women, with more than 25,000 items listed for rent. These include a
wide range of designer pieces from casual to high-end fashion, offering rental
options at accessible prices.
User Demographics
The typical user is a professional woman in her late 20s to
30s, fashion-conscious, sustainability-minded, and seeking access to designer
brands without overspending. Some Gen Z users also participate, renting outfits
for special occasions like graduation.
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Earnings and Engagement
Top lenders on the app can rent multiple items weekly,
earning over £2,000 per month. This provides financial incentive while
promoting sustainable fashion sharing within the community.
Fashion Variety
By Rotation allows vintage and contemporary designer pieces,
avoiding high street fashion unless part of exclusive collections. Rental
periods generally start at three days, making it flexible for everyday use or
events.
A Social and Commercial Platform
Unlike platforms like Instagram or Pinterest, By Rotation
combines social networking with financial and practical value. Users save
money, make money, and connect with like-minded fashion enthusiasts while being
environmentally responsible.
Founder’s Early Journey
Eshita’s entrepreneurial flair began in Singapore as a
child, designing websites and selling digital layouts online. Her early
experience with web design and global connections laid the foundation for
creating a tech-enabled fashion platform.
Corporate Experience
Before founding By Rotation, Eshita worked in investment
management for over six years, gaining analytical and professional skills. Her
corporate background gave her a merit-based perspective that helped her stand
out in the creative, homogenous fashion industry.
Disrupting Fashion Consumption
By Rotation redefines fashion consumption by enabling
rental, lending, and resale within a peer-to-peer network. The platform
promotes sustainable practices while making designer fashion accessible,
enjoyable, and socially connected.
Timeline of By Rotation
- October
2019 – By Rotation is officially launched by Eshita Kabra-Davies in
London.
- 2019–2020
– Early growth focuses on building a tech-driven, community-focused
platform and user base.
- 2020–2021
– Pandemic slows rental demand due to fewer events and work-from-home
trends.
- 2021
– Community and tech enhancements continue, solidifying By Rotation as a
social network for fashion rentals.
- 2022–2023
– User growth accelerates, reaching over 200,000 users and 25,000 listed
items.
- 2023–2024
– Platform scales further, emphasizing sustainability, peer-to-peer
rentals, and financial opportunities for users.
- 2025
and Beyond – By Rotation maintains its position as the U.K.’s largest
P2P fashion rental platform, expanding influence in circular fashion and
sustainable consumption.
