Eshita Kabra-Davies of By Rotation on fashion rental, making the sharing economy personal & challenging the pressure of *newness*

In episode 245, Kestrel welcomes Eshita Kabra-Davies, the CEO and founder of By Rotation, to the show. A UK-based social fashion rental app and platform, By Rotation is dedicated to transforming the way we consume fashion.

“I think no one’s really attempted to make fashion rental about the sharing economy, to make it about women sharing with each other. It’s always been seen more as a “oh, I want to wear designer clothing” or “oh, I want to wear something new” or “oh, I have a charity gala or a ball to go to”. It’s always been for those sort of reasons — it’s never really addressed the fact that we all have enough fashion in our existing wardrobes.” -Eshita

Have you heard the recent discussion about how the rental market could have a worse impact on the planet than just throwing your clothes in the trash? It’s been circulating around across the mainstream media after a new study was released in the journal - Environmental Research Letters.

First of all — research within the fashion space is so important and necessary and needed. We are lacking in accumulated data as an industry, so it is always exciting to learn about new studies and the way they go about putting their findings together. At the same time, when it comes to research, there are going to be biases involved, every detail cannot be accounted for, and there will be some assumptions made. It’s complex, yet important to continue to question and explore the nuance with the arrival of new data and new framings of analytics.

When it comes to reports like this, it’s very important to hear from individuals on different sides of the results and to listen to multiple perspectives. On this week’s show, we talk with Eshita — the founder and CEO of By Rotation — on how they are working to make the sharing economy personal. For By Rotation, fashion rental is not another sales avenue to sell hundreds of dresses (to the rental company instead of the consumer) — it’s instead an opportunity to allow us to use / rent what we already have in our own closets.

Quotes & links from the conversation:

• “People are feeling pressure to always update their look, you know, always have something new happening in their lives — whether it’s going to the newest restaurant or wearing the latest handbag or whatever — there’s this pressure to always show new things. And I thought it would be so interesting if we could create a sharing economy around fashion, because fashion, turns out, is one of the most polluting industries in the world. It overtakes maritime and aviation industries combined — which is shocking because you would think that traveling and taking airplanes is the biggest contributor, but actually, it’s what we wear every day.” -Eshita

• “Innovative recycling or extended use? Comparing the global warming potential of different ownership and end-of-life scenarios for textiles” -study by Environmental Research Letters

• Follow Eshita on Instagram >

• Follow By Rotation on Instagram >

This week's episode is brought to you by For Days — they call themselves the “first closed loop clothing brand” and are dedicated to building a better, waste-free future.

If you’re interested in checking out For Days, you can use code CHATTER15 to get 15% off.

Learn more and shop at For Days.com