By Rotation

By Rotation has been awarded the Eco-Age Brandmark in recognition of championing the sharing economy with the UK’s first peer-to-peer fashion rental app, discouraging over-consumption and encouraging us to love the garments in our wardrobes.

By Rotation is the UK’s first peer-to-peer fashion rental app. Founded by Eshita Kabra-Davies in April 2019 after an eye-opening trip to her motherland Rajasthan, India, it is a community of pragmatic, style-conscious individuals who are reconsidering their environmental footprint.


By Rotation launched a mobile app in October 2019 that allows you to lend and rent items in less than two minutes. Sustainability and diversity are at the core of the company, because quality fashion should not cost the earth and it shouldn’t it be exclusive either. What makes By Rotation different is that it is a platform based on inclusivity through the peer-to-peer model. It encourages ‘rotators’ to upload their own imagery – so it feels more like you’re borrowing from your friend rather than a store. Not only does it carry a strong sustainable message but also aims to democratize fashion and make it accessible to all.