FL Stories: Eshita Kabra's By Rotation Is Making Circular Fashion Stylish Again!

By Bethany Berkeley

By Rotation

The renting app that's so much more than just fashion!

Founder of peer-to-peer rental app By Rotation, Eshita Kabra-Davies didn't have what you would call a traditional start in the fashion industry. Beginning her journey as an investment manager, she launched By Rotation in 2019 as a solution to the lack of circular fashion in the rental fashion sector.

When you think of circular fashion you don't often to think of stylish gowns or trendy accessories. However, By Rotation is set on changing the narrative, making circular fashion not only stylish but also fun! Eshita Kabra-Davies has steadily built a strong community behind her brand, one where women actively support each other as well as rent clothes from one another.

By Rotation has fast taken the global market by storm. Beyond its social media trends, the eco-conscious start up prioritises sustainability, aiming to revolutionise the fast fashion industry, which is notorious for waste and unethical practices. Their goal is to offer an alternative that caters to consumers who value both style and environmental responsibility. Eshita shares her journey, triumphs and brand ethos with us.

By Rotation ByRo Insider Event

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Bethany- Where did the journey begin for you?

Eshita: My journey didn’t actually begin in the fashion industry but in the world of investment management which I stepped into straight out of university. However, I always knew my experience as an investor early on in my career would enable me to form the building blocks of my own entrepreneurial pursuit.

I created By Rotation as a solution to a personal first-world problem I was faced with when planning my honeymoon to my motherland Rajasthan, India: what to wear on the trip. During the trip, I was shocked to witness first-hand the impacts of textile waste in my own hometown. After researching the global fashion rental landscape, I was disappointed not to find any fully circular solution. This became the true driving force behind starting up By Rotation, which is now home to the world’s largest shared wardrobe, with over 415,000 unique users, some of our top lenders making more than £3,500 per month lending out their wardrobes. We’re like the Airbnb of fashion

Bethany- When did you know By Rotation had grown into a fashion business?

Eshita: A lot of it stemmed from the incredible community that we surround ourselves with. Our community is colourful and diverse with top lenders ranging from bankers, lawyers, students and homemakers to the likes of Lady Amelia Windsor (British Royal and fashion model), Dame Helen Mirren (actor) and Abisola Omole (creative director), among others.

It was important to me for By Rotation to target regular unsuspecting consumers due to my own experiences coming from a non-fashion background with my goal to make the app as accessible to others as possible, by having flexible pricing on the app and no sign-up fees, for example.

Bethany- What is the ethos behind the brand?

Eshita: By Rotation is determined to transform fashion consumption for good by creating a community of like-minded individuals to conveniently share, monetise, and consciously consume fashion.

By Rotation

"By Rotation has impacted women's lives in ways that I would have never thought."

Bethany- When did it all click for you? that eureka moment!

Eshita: After researching the global fashion rental landscape, I realised that there weren’t any fully circular solutions to the problem. Inventory-based models of rental (which buy stock to rent out, so the model is still centred on buying new) are wasteful when you consider the resources they employ – from the items they hold on to, warehousing space, dry-cleaning to deliveries and physical shop fronts. However, running the platform fully peer-to-peer meant that there was no space for added environmental costs!

Bethany- As By Rotation focuses on sustainability and Circular Fashion, what challenges have you encountered in the fashion industry?

Eshita: As a first time founder, I didn’t have the relevant networks to be entering the fashion world. I was 24 and not white, I also did not attend the same schools and universities as the people in the fashion industry so I found that I didn’t have the relevant social and professional networks to tap into the fashion world.

By Rotation NYC luncheon

Bethany- What would you say is the biggest achievement By Rotation has had to date?

Eshita: The biggest achievement to date for By Rotation would have to be its move across the pond to New York. It was a huge step for us and one that was incredibly exciting. We welcomed a whole new community to our platform, whilst staying true to our mission of having the world’s largest wardrobe.

Bethany- As a woman in business, What has been the biggest struggle you've faced?

Eshita: I set up By Rotation whilst working in investment analytics and taking the first steps into the fashion industry wasn’t easy. Like I previously mentioned I didn’t have a track record so I found it hard to initially break into the industry. However alongside challenges there have been lots of ‘I made it’ moments too! I think the most rewarding thing is hearing how By Rotation has impacted women's lives in ways that I would have never thought. We’ve had one lender be able to fund her IVF journey after suffering from cervical cancer and others being able to pay for childcare.

By Rotation ByRo Insider Event

"Having a support network you can trust and depend on is incredibly important if you’re attempting to pursue and achieve something so rare."

Bethany- I love that there's such a great community behind By Rotation which ultimately makes it so much more than just a business.

Bethany- So tell me, now almost 5 years in, being much wiser, what advice would you give to someone starting out in the fashion industry?

Eshita: Having a support network you can trust and depend on is incredibly important if you’re attempting to pursue and achieve something so rare. So the lesson I’ve taken from all my experiences throughout my entrepreneurial journey so far is to always be humble and grateful!

Bethany- Talk to us about the ByRo Insider events

Eshita: By Rotation’s community being the true driving force behind the platform is what makes our events so special. ByRo Insider was our biggest event to date, where 150 Rotators came together to not only learn from industry experts discussing topics such as sustainability, business, entrepreneurship, self-confidence and fashion, but also create long-lasting friendships with each other!

Bethany- What does the future hold for By Rotation?

Eshita: The coming year will definitely be exciting for By Rotation, with our US community growing bigger by the minute we have a lot of plans set in place for 2024. We will continue to expand our shared wardrobe and who knows maybe we will take over another city!