On her honeymoon in Rajasthan, India, Eshita Kabra-Davies was shocked by the amount of textile waste she saw. That’s when she had an idea to make the fashion industry more sustainable. In April 2019 Eshita launched By Rotation, the UK’s leading peer-to-peer fashion rental mobile app, eventually trading in her job in finance for fashion entirely. 

Today, the twenty-eight year old Founder and CEO is pushing consumers (and herself) to shop consciously and ask the question, “Who made my clothes, and did they get paid fairly?”. Since launching, By Rotation has amassed over 18,000 members with options to rent everything from that GANNI dress you’ve been eyeing (but know you’ll only wear once), to Jacquemus’ Chiquito bags (that won’t even fit your phone).

Who were you at twenty?

I was a driven and ambitious university student, trying to figure out what exactly I wanted to do with my undergraduate degree. As an international student, this was made trickier as I knew I would need a visa to be able to live in the UK after graduating, which I was very sure about! My early twenties were all about figuring out the next step after university - I had tunnel vision.

How have you evolved since?

I’m nearing my next decade, so a lot has changed since I was 20. It sounds cheesy but I’ve definitely become better at balancing my life and realising career and work isn’t what needs to define me. I needed to get my foot into the door and establish myself (which I did for 6+ years) and now I feel confident to pursue my life goals (not what society expects of me).

I have a work ethic which probably surprised my By Rotation team and the fashion industry - I attribute it to the tough-love training imparted on an investment analyst and trader. That said, I’ve developed a good sense of gut instinct which goes beyond work life and book smart. I have a huge social life which has taken a back seat with my new startup which frankly I do miss - I find that it keeps me grounded and reminds me there is more to life than just By Rotation!

On pivoting from finance to fashion

I always knew I wanted to be an entrepreneur, given my family’s background and my own history in selling my graphic design on Neopets.com since the age of 13. I spent 6+ years as an investment professional in the investment management industry right after university (at first because it was the most prestigious role for a graduate wanting to go into finance and for the visa sponsorship, but later realising how much I loved the markets). 

The idea for By Rotation came to be during my honeymoon to my motherland Rajasthan, India during which I realised the fundamental issues underpinning the fashion industry. My pivot to launching my own startup consisted of running the firm as a side hustle, until the app launched in October 2019.

On launching By Rotation

By Rotation is the UK’s leading peer-to-peer fashion rental app. Users can rent and lend designer items from their wardrobe, therefore monetising their pieces and also accessing quality fashion at an affordable price. With our core values grounded in our community and sustainability, our mission is to transform the way fashion is consumed and educate consumers to steer away from fast fashion completely.

On becoming more conscious consumers

The top question we should ask is, “Who made my clothes, and did they get paid fairly?” Because every time we purchase an item, we are voting with our wallet. It’s important to support the companies and brands who are taking specific and honest actions to take care of their workforce. I feel ashamed of how blind I have been, shopping on the high street from unethical fast fashion retailers prior to launching  By Rotation. Never again!

What advice would you give to yourself at twenty?

Keep at it, and network beyond your university and friend circles - you’re in London after all!

What would you say to a twenty-something year old about finding her place in the world?

I hate to be the boring one but... I believe it’s important to envision your future and have short and medium term goals. It may not be what you end up doing and your interests will evolve over time, but following a trajectory that represents the best version of yourself is important. This is how you will grow personally (and of course professionally). Don’t take it lightly and don’t lose your head start. 

That being said, do have fun and enjoy life - just remember there is a time for everything! 

To learn more about Eshita Kabra-Davies & By Rotation, click here