Eshita Kabra-Davies founded By Rotation to tackle overconsumption in fashion by enabling people to rent clothes from one another. She identified an opportunity to combine sustainability with social interaction.

The platform grew through a strong community focus, leveraging social media and trust-building features. User engagement was prioritised before aggressive scaling.

As demand increased, the company invested in partnerships, technology improvements, and brand collaborations. Maintaining trust and quality within a peer-to-peer marketplace remained a key operational challenge.

By Rotation reflects a new generation of UK startups aligned with sustainability and changing consumer values.