Our Story

When our founder Eshita Kabra-Davies witnessed the first-hand effects of textile waste during her honeymoon to her motherland Rajasthan, India, she immediately knew that something was wrong with one of her passions in life: fashion.

Determined to transform the way we consume fashion, Eshita launched By Rotation, the world’s first social fashion rental app, in October 2019. Users or Rotators can rent and lend their designer fashion directly with each other, thereby creating a community of sharers.
Because, what’s mine is yours.

Our Mission

By Rotation is a community-powered platform determined to transform the way we consume fashion, by empowering and connecting like-minded individuals.

By Rotation is more than just a fashion rental platform and app, we are a conscious and self-sustaining community. As a "third culture kid" and a global citizen, inclusivity and diversity have always been of utmost importance to me. A first time founder and outsider to the fashion industry, I am proud of our multifaceted team and our work in raising awareness for sustainability within fashion.

Through joining us, not only are you able to access designer fashion at a fraction of retail price, but you are also transforming your fashion consumption habits by sharing more. I hope you'll take this leap.

Thank you.