A Conversation with By Rotation Founder on Circularity, Community, and Conscious Innovation
- I was born in Rajasthan and raised in Singapore, which exposed me to contrasting yet complementary worlds. The blend of tradition and modernity, community and metropolitan life, helped me view the world through multiple lenses
I was first introduced to Eshita Kabra-Davies by Shahili Gomes McCoy, Co-Founder of The Design Collective, during their summer pop-up in London, an exciting collaboration with By Rotation hosted at the By Rotation Townhouse in Mayfair. Born in Rajasthan and raised in Singapore, with an academic journey spanning Asia to University College London, Eshita brings a uniquely global lens to everything she touches.
As the founder of By Rotation, the UK’s first peer-to-peer fashion rental app, she has reimagined fashion through the lens of circularity, community, and tech innovation. What began as a personal frustration over packing for her honeymoon has grown into a movement redefining how we engage with our wardrobes, making fashion more sustainable, accessible, and democratic. In this interview, Eshita reflects on her cultural heritage, the impact of her education, the highs and challenges of entrepreneurship, and her vision for the future of fashion. Her story is one of purpose, passion, and progressive thinking.
QHow did your upbringing or cultural roots influence your entrepreneurial spirit?
I was born in Rajasthan and raised in Singapore, which exposed me to contrasting yet complementary worlds. The blend of tradition and modernity, community and metropolitan life, helped me view the world through multiple lenses. My Indian heritage, in particular, made me appreciate garment longevity and craftsmanship, concepts that tie directly into circular fashion.
QWhat role did your education play in shaping your path toward launching a fashion tech startup?
My education helped me think globally and critically. Studying in Singapore and then at UCL in London surrounded me with diverse people and bold ideas. My background in finance and business taught me how to assess risk, scale companies, and understand markets, skills that have been essential in building By Rotation.
QWere there formative experiences that led you to focus on sustainability and circular fashion?
Yes, on my honeymoon, I witnessed the extent of fashion waste and the environmental damage it caused. It was a jarring realization that stayed with me and inspired me to rethink how we consume fashion. That experience planted the seed for By Rotation.
QCan you recall a defining “aha moment” during your university years that hinted entrepreneurship was in your future?
I won an entrepreneurship competition at university, which gave me confidence and reaffirmed my family’s business background. The idea was a marketplace for students to trade textbooks and lifestyle items; a very early form of community sharing. Looking back, it feels like a precursor to what I do now.
QHow did early mentors or role models shape the direction of your career?
My father is an entrepreneur and remains a key role model. Watching him taught me how to lead a team, stay true to values, and build something meaningful. He showed me that people will rally behind you if your intentions are clear, and your values aligned.
QWhat inspired the original concept of By Rotation, and how did you validate it?
It started with packing for my honeymoon. I didn’t want to buy clothes I’d only wear once. I remembered how, in our younger years, my friends and I used to swap outfits for special occasions. That sense of sisterhood and practicality was missing in adulthood. When I discussed the idea, the response was overwhelmingly positive; I knew others felt the same need.
QCan you walk us through the challenges of launching and scaling a peer-to-peer clothing rental platform in the UK?
The biggest challenge was earning trust. Convincing people to rent their clothes to strangers was difficult. We had to build a secure, user-friendly, and community-led platform. Educating people that rental isn’t just for weddings or galas was another hurdle. We’ve worked hard to shift that perception.
QHow did you finance the business initially, and what lessons did you learn from that?
We bootstrapped at first, which made me very disciplined. Every decision mattered. When we eventually raised funds, our community, not traditional investors, was our strongest supporter. Their belief in our mission has been central to our growth.
QWhat’s one pivotal mistake you made early on, and how did it shape your strategy?
Trying to do too much, too fast. I wanted to handle tech, marketing, partnerships; all at once. But I quickly learned to focus, build the community, perfect the app, and grow organically from there.
QWhat unique hurdles did you face in the UK fashion-tech space?
Being peer-to-peer, we sidestep the traditional returns culture. Our users interact directly, reducing friction and building trust. But explaining this new model took time, especially in a market used to fast fashion and e-commerce norms.
QHow does By Rotation balance sustainability with commercial growth?
For us, they go hand in hand. Growth means bringing more people into a more mindful way of consuming fashion. Every new user helps us reduce waste. But we scale intentionally, always with sustainability at the heart of what we do.
QWhat differentiates your platform from other rental or resale services?
By Rotation is entirely peer-to-peer. Unlike platforms that focus solely on occasion wear, our users rent for everyday life. Some rent for maternity, travel, or even experimenting with new styles; without the pressure of ownership.
QHow do you build trust and community among users sharing high-value wardrobe items?
We emphasize the people behind the pieces. Our app includes reviews, messaging, and styling photos. When renters understand the story, say, a pair of shoes worn to someone’s wedding, they’re more likely to treat them with care.
QWhat’s your strategy for expanding partnerships to build momentum?
We partner with brands and organizations that align with our values, ethical jewellery makers, artisanal designers, and universities. We also connect with incubators and Gen Z influencers, many of whom are already conscious consumers.
QHow would you describe your leadership style, and how does it shape your team culture?
I’m passionate, truthful, and detail-oriented, traits shaped by my finance background. I want everyone to feel ownership in what we’re building. We’re all working toward a shared goal, and that unity shapes our culture.
QWhat innovations, tech or otherwise, are you most excited to introduce next?
AI excites me. We’re exploring how it can enhance the user experience, whether it’s personalized recommendations, smarter listings, or community insights. Tech should make rental more intuitive and fun.
QHow do you see circular fashion evolving in the UK over the next five years?
It’s growing rapidly. Younger generations already embrace reselling and shared ownership. I see wardrobes becoming viewed as investments, where people rent out pieces the way they might manage a stock portfolio.
QWhat advice would you give aspiring founders in sustainable fashion tech, especially those based outside the UK?
Start small and build with focus. You don’t need to be in a big city to make an impact. Surround yourself with like-minded people, and stay curious learning never stops, no matter where you are in your journey.
QWho do you look up to for inspiration?
Always my parents. Their work ethic and ability to juggle life’s many demands have shaped who I am. As I get older, I appreciate even more everything they sacrificed and built for us.
QWhere do you see yourself in ten years?
I hope I’m still challenging norms and innovating, whether through By Rotation or another venture. My mission remains the same: to build bridges between fashion, community, and the planet.
