$3M To Build Sustainable Fashion

Eshita Kabra-Davies’ journey from frustration to funding

Author

Marco Fazio
March 12, 2025

In partnership with

📍 London, UK

Eshita Kabra-Davies didn’t set out to disrupt fashion—she just wanted to pack smart for her honeymoon.

But when she realized how wasteful it felt to buy clothes she'd wear once and then stash away, a spark ignited. Why not share fashion instead of owning it? Why not create a movement that redefined luxury, ownership, and sustainability?

That question led to By Rotation: a peer-to-peer fashion rental app that now boasts over one million downloads and 120,000+ rentable items. But the road to success? Far from smooth.

The Funding Rollercoaster

The early days were rough. Eshita faced rejection after rejection—over 40 investors turned her down. Her idea didn’t fit the mold. Male-dominated venture capital circles dismissed the concept.

“Fashion rental? Who would want to share clothes with strangers?”

But Eshita wasn’t deterred. She flipped the script, targeting investors who actually understood the vision. Women. Fashion leaders. Industry insiders. The people who knew firsthand how frustrating and unsustainable fast fashion could be.

This pivot changed everything. Amanda Cupples (Airbnb) and Naomi Walkland (Motorway) came on board, and soon after, By Rotation secured over £3M in funding.

Building More Than an App

But money wasn’t the hardest part. Trust was. How do you convince strangers to share their most loved fashion pieces? Eshita knew the answer: community. Every feature, every update, every marketing move was designed to build connection and trust between users.

And it worked. By Rotation didn’t just become a platform; it became a movement. Sustainable fashion became a statement. Every shared dress was a vote for conscious consumption.

The Next Chapter

Now profitable and growing fast, Eshita isn’t slowing down. She’s eyeing expansion into the UAE and considering extending the model into new sectors like art and homeware.

Because if we can share fashion, why not share everything else?

Key Takeaways from Eshita Kabra-Davies' Journey

  • 🐇 Turn frustration into fuel. Eshita didn't set out to be a founder—she set out to solve a problem that annoyed her.

  • 🐇 Flip the narrative. When traditional investors didn't get it, she found the ones who did.

  • 🐇 Build trust first. Community and connection are the real drivers of growth.

  • 🐇 Think bigger, always. One market, one industry—it’s just the start.

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These innovative startups are actively fundraising. Who will be the next success story?

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Recent Large Funding Rounds

  • Celestial AI (USA): A Silicon Valley startup focusing on enhancing AI chip connections using photonics technology, recently secured $250 million in venture capital funding, bringing its total to $515 million. ​

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Time is Now.

We believe you can build tech companies all over the world, will you be next?

— Marco Fazio | Founder MVP Templates | Forbes 30 under 30

📩 PS: Hit reply & share your startup story—we’d love to hear it!