'By Rotation': UK clothing rental app making its debut in the US

'By Rotation' app lets you rent clothes from other people

The 'By Rotation' clothing app that lets you rent fashion pieces from other people is making its way into the United States. It's similar to services like 'Rent the Runway' but it lets you rent pieces from other people who live nearby.

The UK-based clothing rental app, "By Rotation," is making its debut in the United States, offering a unique solution to the growing problem of fast fashion.

The app allows users to rent fashion pieces directly from one another, providing an environmentally friendly alternative to purchasing new clothing items that may only be worn once for special occasions.

Data indicates that the online fashion rental market is expected to grow from $1.3 billion in 2021 to nearly $3 billion by 2030. "By Rotation" sets itself apart from other clothing rental services by fostering a peer-to-peer sharing model.

For example, users can rent a dress for an evening party and pick it up the same day from the owner, streamlining the process and reducing waste.

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The app's founder hopes that "By Rotation" will help to curb the culture of buying single-use clothing items, which contributes to the fast fashion industry's negative environmental impact.