Elevating Founders is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 3099067.

Elevating Founders

By Rotation


By Rotation is the UK's leading and fastest growing peer-to-peer fashion rental platform and app. 

Users or Rotators can rent and lend their designer fashion directly with each other, thereby creating a community of sharers. It’s been featured in the likes of Vogue, BoF, BBC, Refinery29 and many more. By Rotation is transforming the way we consume fashion by enabling us to share our wardrobes effortlessly. 

It was launched by Eshita Kabra-Davies in October 2019, after an eye-opening trip to her motherland Rajasthan, India. By Rotation is a diverse community of style-conscious individuals who are reconsidering their environmental footprint. We believe in sharing and rotating our wardrobe of quality fashion with others. With over 20,000 users, our mobile app, which allows you to lend and rent items in less than 2 minutes, provides a seamless and accessible experience open to all. 

Sustainability and diversity are at the core of By Rotation: because what's mine is yours.