As consumer preferences and brand promises shift towards a more sustainable approach – considering and minimising our environmental impact – what changes can we all make to reduce clothing and apparel waste? And how can brands get involved? Eshita Kabra-Davies set up fashion rental app By Rotation in 2019, to allow people to rotate their wardrobes, enjoy luxury brands cost effectively, and reduce their carbon footprint. As the app evolves and the renter and lender numbers grow, she has plenty of interesting insights about what can and should change in the world of fashion, the habits and requirements of modern shoppers, and the importance of community as you build a business.

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