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Sustainability in fashion

Pip Brooking Editor, CBI

How By Rotation – a sharing economy start-up – is changing habits one rental at a time.

09 Jun 2021, 5 min read
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The fashion industry is a big culprit when it comes to sustainability. 114 billion items of clothing were sold in 2019. More than 70% ends up in landfill or incinerators. About 8% of global greenhouse gases are emitted each year by the apparel and footwear industries. And, as for a figure everyone can probably relate to, on average, we don’t wear 30% of what we own.

Social fashion rental app, By Rotation, wants to change that.

Founder Eshita Kabra-Davies refers to the platform as the Airbnb of contemporary and designer fashion, through which users can lend and rent items of clothing and accessories from each other. It takes the US-led concept of fashion rental – dominated by Rent the Runway – to another level: making it pee

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