Brits purchase more clothing than any other European country, spending £2.7 billion ($3.5 billion) on fashion that they only wear once.
The founder of a fashion technology company called By Rotation is hoping to change consumer habits, and help the planet to boot.
U.K.-based, India-born and Singapore-raised Eshita Kabra came up with the idea when she was planning her honeymoon.
"I turned to social media for ideas on what to wear, and always saw influencers on social media wearing beautiful clothing—often only once—in idyllic settings. I started to wonder if these items were gifted from the brands themselves or bought just for the photo, and what would happen to them after."
Kabra didn't want to follow the footsteps of Rent the Runway, or China's YCloset, as she wanted to "build a sustainable community, rather than a cheaper alternative to dressing new."
By Rotation launched via a beta platform in April 2019, while 28-year-old Kabra was still working full time at a hedge fund.
Kabra says her company differs from players like Rent the Runway, or U.K. companies such as Girl Meets Dress, Front Row, and Our Closet, as they are the "U.K.'s first and only fashion rental app."
