A UK social fashion rental app, founded by Eshita Kabra-Davies, where members lend and borrow clothes and accessories from each other.
By Rotation is an app that lets people rent out clothes from their own wardrobes and borrow from other people's. Its founder describes it as a bit like Airbnb for mid-range and luxury fashion: members, whom the company calls Rotators, list items such as dresses, bags and accessories, choose their own daily price and minimum rental period, and the platform takes a small commission. Trust is built through ID checks and reviews from both sides, in the same way that holiday rental sites work. When it launched there were no waiting lists or subscription fees. Popular items in the early days included designer bags and dresses for weddings, holidays and work events.
The company was founded by Eshita Kabra-Davies, who spent more than six years working in investment and finance, including at Standard Life and AXA. She has said the idea came from a honeymoon in Rajasthan, India, where she saw the effects of textile waste first hand, and that she wanted to combine her business experience with her interest in fashion and graphic design. The desktop version launched in beta in May 2019 and the mobile app followed in October 2019. In her words, the aim is to "create a conscious and inclusive community that democratises fashion and does not harm the planet". Its ethos is summed up in the hashtag #WhatsMineIsYours.
By Rotation is a UK company aimed at UK adults. The 2019 interview we read mentions returns by an on-demand courier in London, in person, or by tracked Royal Mail, which points to a London base, but it does not name a headquarters or an office. A later search result lists the company in the Startups 100 directory for 2025, and press coverage in 2023 described a US launch, so the business has continued to grow since that first interview. We have not been able to read those later pages, so check the company's own website for where its team works.
The culture described in the interview is built around community and inclusion. The company says it welcomes people who want to shop in a more conscious way, and that women have been the most active users. Trust and mutual respect between lenders and renters sit at the heart of the product, and disputes are mediated case by case. The interview names no other team members. The only person we can describe is the founder, and her stated values are accessibility, community and care for the planet, which are the company's own claims.
A social rental platform employs people in several kinds of role. Software and mobile app developers build and improve the product. Community and customer support staff handle questions and disputes. Marketing, content and partnerships teams find new members and work with fashion brands and events. Operations and logistics staff manage returns and delivery partners. If you enjoy fashion but also like technology or community building, you will find the mix interesting. The company's website is the place to check for current openings.
Website: www.byrotation.com
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