By Rotation is a peer‑to‑peer fashion rental marketplace enabling users to rent, lend, buy and sell designer and pre‑loved clothing and accessories, extending garment lifecycles and reducing new purchases.
Circularity Relevance
Core
Peer-to-peer rental, lending and resale platform that explicitly extends product use-life and reduces new purchases - core circular economy activity. Source: Ellen MacArthur Foundation, 2021
Circular Role
DirectEnabler
By Rotation directly facilitates transactions (rentals, loans and sales) between users and manages listings - functions as a marketplace operator. [Source: By Rotation; Ellen MacArthur Foundation]
Circular Type
Marketplace
• Products
• C2C
Marketplaces for physical products (clothing, bags, accessories) facilitating consumer-to-consumer rentals and sales. [Source: By Rotation; Ellen MacArthur Foundation]
R Strategy
R1 - Rethink, R3 - Reuse
Primary strategies: R1 (Rethink/access-based delivery) and R3 (Reuse/second-hand use) - platform enables renting and lending to avoid new purchases. Evidence: platform messaging and third-party coverage. [Source: By Rotation; Ellen MacArthur Foundation]
Circular Business Model
Rental / Leasing, Resale / Second-hand
Business models explicitly stated on platform: renting, lending, buying and selling pre‑loved designer fashion. [Source: By Rotation homepage; App Store listing]
Organisational Type
ForProfit
Operates as a commercial, app-based marketplace and has been covered as a startup in business press. [Source: By Rotation; CNBC 2023]
Sector
Fashion & Textiles
By Rotation explicitly targets fashion rental, lending and resale of clothing and accessories. Source: By Rotation, 2025
Geographical Reach
International
• United Kingdom
Primary operations are UK-based with dedicated US site and app availability in multiple markets, indicating multi-country operations but not necessarily global footprint. [Source: By Rotation (UK & US sites), App Store listings]
Hardware Component
None
No evidence that By Rotation supplies or depends on specialised hardware; service is delivered via mobile/web apps. [Source: By Rotation; App Store / Google Play listings]
Tech Map Relevance
By Rotation is a peer-to-peer fashion rental and resale marketplace that directly extends product lifetimes (rent, lend, buy & sell). This aligns with Circular Tech Map inclusion criteria as a core circular enabler. Source: By Rotation, 2025
Enablers are initially categorised by an AI agent, then verified by a real human. Suggestions or corrections are most welcome.
