journal / Founder Q&A: Meet Eshi...

Founder Q&A: Meet Eshita Kabra-Davies, Founder of By Rotation

With London Fashion Week in full swing, we wanted to think sustainably and with rental apps transforming the way we think about our wardrobes, we were lucky enough to sit down with one of the key trailblazers of the industry.

By Susie Willis

Meet Eshita Kabra-Davies, Founder and CEO of the award-winning app By Rotation, the world's first social fashion rental app. After over six years in finance, Eshita blended her love of fashion with technology and what started as a side hustle is now a market leading circular fashion platform with over 300,000 users.

We loved catching up with Eshita and discovering the origin of her monumentally successful business with a true mission to save the planet from fast fashion.

What motivated you to start By Rotation?

I founded By Rotation from a very personal (and frankly, first world problem!) need. I was planning my honeymoon to my motherland Rajasthan, India and wanted to wear beautiful clothes for this trip of a lifetime. I discovered a gap in the market for a fashion sharing solution and soon started learning about the waste within this industry.

What is your number one skin health tip?

Where possible, I try to avoid heavy make-up - skin needs to breathe.

What are your desert island wellness must-haves?

Face wash and a deeply-hydrating moisturiser (with SPF ideally, as I hope it's a sunny island!).

What do you wish your younger self had known about?

You are what you eat and drink... So be better at drinking water!

How do you unwind and manage stress levels?

I love working out at the gym alone, and also the occasional barre/yoga/pilates class. Also not averse to a night of partying at the Windmill with my girl friends! Balance is key after all.

How do you hope to impact people with your brand?

I hope our community of like-minded individuals will transform their fashion consumption habits for good via By Rotation – the world's largest shared wardrobe.

Dead or alive: Who would you most like to meet and why?

Tom Marvolo Riddle (young Lord Voldemort)... He's complex and I wonder if I could convince him to go to the other side.

What is the hardest challenge you've faced on your By Rotation journey?

The pandemic was an incredibly challenging time for us as a peer to peer fashion rental community, but our team persevered to create and deliver a world-class user experience and journey leading to By Rotation becoming the largest and fastest growing fashion rental platform in the world!

To find out more about By Rotation click here.

Founder Q&A: Meet Rebekah Brown, Founder of MPowder

Founder Q&A: Meet Rebekah Brown, Founder of MPowder

MPowder is a community navigating midlife, cutting through the confusion and noise to provide robust, researched information on the choices we have...
Read this
2 Women Smiling In Embrace

The Perfect Pair - Why Our Night Duty & Cleanser Are Better Together

A nutrient rich, microbiome friendly cleanser paired with a high-powered moisturiser for long-term skin conditioning and support is key. With our P...
Read this
Face Oil Nourishing Cell Treatment Bottle

5 Myths About Face Oils

Face oils are one of the most misunderstood skincare products out there. We spoke to our Head of NPD about some common misconceptions when it comes...
Read this
The Power Of Positive Thinking Clouds

The Power Of Positive Thinking

I am a huge believer in ‘believing’, the core of self-belief. If something really resonates, sings, feels inherently right for you (not anybody els...
Read this