Would you contribute to the Environment by renting clothes? Is it a change in favor of the planet or a round business like it?

By Rotation: The app with a sustainable plan like other apps that rescue food to avoid waste.

Founded in England in 2019, the app survived the pandemic and apparently the crisis has made it stronger.  It is increasingly known to mimic the spirit of Airbnb from its beginnings. The difference is that, instead of renting your room, you can rent your own closet.

Eshita Kabra, founder of By Rotation
By Rotation is the social fashion rental app, enabling you to rent and lend designer fashion to other people.
Google Play Summary

Currently this application has 200,000 users in the UK and it is estimated that the company receives 30% in commissions.


In the end is it all business?

We already know the apps that buy food that is about to expire at low prices instead of donating it to those in need. A circular and sustainable business model in which the one who spends money is always the user, and the companies still make a profit. 

These applications camouflage their commercial objective with the excuse that they are contributing to a just Global cause, but in the end is this what they really achieve?

There are many ways to contribute to our planet. The question is whether the right way is by renting clothes? Will that be enough?

This is a topic that opens to many debates but it is always good to be aware of the process we are living. 

We do not deny that there are very good and innovative ideas in the subject, but we must be aware of the limitations. In the end, everything is driven to fashion entering a vicious circle. 

That's why we must open our eyes and be well informed about what we buy. Sometimes we think that we are contributing to the planet, but instead we are contributing to companies that destroy it and have the capital to offer misleading products to the market.

Being ethical and responsible in consumption is the first change, and the responsibility starts with us as consumers.

If you are true to nature, our advice is to start respecting the environment where you live and consuming responsibly. This is the first big step towards a more sustainable world and the new responsible conscious consumer. 

Lofi Hop (@lofilop)
Copywriter and designer
Editor and designer. I was born in the United States but live in Europe. I am the son of Italian and German immigrants. I studied fine arts in Chicago and then specialized in fashion design in New York.
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