By Rotation

By Rotation is a London-based peer-to-peer social fashion rental app and shared wardrobe platform, founded in October 2019.

The company aims to transform fashion consumption through a sustainable, circular model, allowing users to rent, lend, and resell designer fashion without holding any inventory. It operates as a technology intermediary, connecting individuals who want to monetize their wardrobes with those seeking affordable access to high-end fashion. The platform boasts a community of over 500,000 users, known as "Rotators," and features more than 62,000 peer-to-peer designer listings. Users can list their own designer items, set rental prices, and manage rental dates, while renters can access stylish clothing and accessories at a fraction of retail prices. By Rotation promotes a circular economy by encouraging the sharing and reuse of quality fashion, helping to reduce textile waste and extend the lifecycle of clothing.