In a world dominated by fast fashion and overconsumption, a young entrepreneur named Eshita Kabra-Davies has emerged as a powerful voice redefining the way we view clothing, ownership, and sustainability. As the founder and CEO of By Rotation, the world’s first social fashion rental app, she has challenged traditional consumer habits and built a global community focused on sharing rather than buying. Her journey from a career in finance to becoming one of the most influential figures in sustainable fashion is not just inspiring but also deeply relevant in the age of conscious living.
Early Life and Cultural Roots
Eshita Kabra-Davies was born in Rajasthan, India, a region known for its vibrant textiles, crafts, and colour-rich traditions. However, her upbringing spanned multiple countries, including Singapore, the United States, and the United Kingdom, shaping her into what she fondly calls a “third-culture child.” This multicultural exposure not only broadened her worldview but also allowed her to develop a deep appreciation for cultural diversity and global perspectives.
Growing up, she was always fascinated by style and creativity, yet she also carried a strong sense of practicality — traits that would later merge beautifully in her entrepreneurial journey. Her Indian roots gave her a firsthand view of the craftsmanship behind clothing, while her experiences abroad introduced her to the consumerist side of fashion. This duality — the artistry versus the waste — later became the seed for her sustainability mission.
Academic Background and Corporate Career
Before venturing into the fashion world, Eshita Kabra-Davies followed a conventional path of academic excellence and professional success. She pursued her higher education in the United States and later in the United Kingdom, developing a strong foundation in finance and investment management.
Her career began at Standard Life Investments, where she worked as an investment analyst. This phase of her life was marked by discipline, analytical thinking, and the development of strategic business skills — qualities that would later help her run her own company with precision. While she excelled in the financial world, Eshita often felt that something was missing — a sense of purpose and creativity. The turning point came during a personal trip that changed her perspective on consumer responsibility forever.
The Spark of an Idea in Rajasthan
During her honeymoon in Rajasthan, Eshita was confronted by a sight that deeply disturbed her — piles of textile waste scattered around villages, juxtaposed against the rich heritage of Indian craftsmanship. This visual contrast struck a chord in her conscience. She realised that she, too, was part of the problem, having bought several new outfits for her trip that she might never wear again.
This moment of awareness triggered a powerful question in her mind: Why do we own so many clothes that we hardly ever use? It was then that the concept of a shared wardrobe — a circular economy for fashion — began to form. She wanted to create a platform that would empower people to enjoy beautiful clothes without contributing to the waste and exploitation so prevalent in the fashion industry.
The Birth of By Rotation
In 2019, Eshita Kabra-Davies launched By Rotation, a mobile application that allows users to rent, lend, and borrow designer fashion directly from one another. Unlike traditional rental services that own their inventory, By Rotation operates as a community-driven peer-to-peer platform — enabling people to monetise their wardrobes while promoting sustainability.
The app quickly gained traction in the UK and beyond, attracting both everyday fashion enthusiasts and celebrities alike. Users could list their clothing for rent, browse designer collections, and connect with others through a shared passion for conscious fashion. The result was not only a digital wardrobe but also a vibrant social community built on trust, transparency, and style.
Eshita’s background in finance helped her manage the business efficiently, ensuring that the app was scalable, data-driven, and user-friendly. Her clear vision of merging technology with sustainability set her apart from conventional fashion entrepreneurs.
Redefining Fashion Consumption
What makes Eshita Kabra-Davies’s approach truly revolutionary is her challenge to the very notion of ownership. In a world where social media encourages endless consumption, By Rotation introduces a refreshing concept — why buy when you can share?
Through her platform, she encourages users to rethink their habits, showing that fashion can be both aspirational and responsible. Renting clothes not only extends their life cycle but also reduces the carbon footprint associated with production and disposal. This small behavioural shift, when multiplied across millions of users, has the potential to transform the fashion ecosystem entirely.
By Rotation’s growth reflects a changing mindset among consumers. Today’s generation, especially younger audiences, are embracing minimalism and sustainability. They value experiences and community over possessions. Eshita’s vision aligns perfectly with this cultural shift, making her one of the most forward-thinking entrepreneurs of her generation.
Overcoming Challenges as a Female Founder
Eshita Kabra-Davies’s journey was far from smooth. Entering the fashion industry as a woman of colour without a traditional fashion background presented unique challenges. She often spoke about feeling like an outsider — someone who did not fit the mould of the typical fashion executive. Yet, rather than seeing this as a weakness, she turned it into a strength.
Her fresh perspective allowed her to disrupt the industry with ideas grounded in authenticity and practicality. She also faced the common hurdles of entrepreneurship: limited funding, scepticism from investors, and the complexities of building a tech-based business in a creative industry. But her perseverance, clarity of vision, and strong work ethic carried her through each obstacle.
Her story serves as an empowering reminder that innovation often comes from those who dare to challenge the norms — those who come from outside the traditional system.
Impact and Recognition
Under Eshita’s leadership, By Rotation quickly became one of the UK’s fastest-growing sustainable fashion startups. The app attracted thousands of listings and hundreds of thousands of users within just a few years. It was praised for democratising luxury fashion — making high-end brands accessible without encouraging wasteful spending.
She was recognised by several prominent organisations and publications for her contribution to sustainable fashion. She has been featured in Elle, Vogue, The Guardian, and Forbes, among others. Her recognition goes beyond business success; it symbolises a cultural movement towards more responsible living.
Moreover, she has been invited to speak at major events about sustainability, female entrepreneurship, and the future of fashion technology. Her story inspires not only entrepreneurs but also everyday consumers to make conscious choices in their daily lives.
Leadership Style and Philosophy
What sets Eshita Kabra-Davies apart as a leader is her deep belief in community. She often describes her company’s mission as “community first, fashion second.” This philosophy has helped create a loyal user base that sees By Rotation as more than an app — it’s a shared movement.
She leads by example, promoting transparency, inclusion, and empathy in her team. Her leadership style is modern and collaborative, focused on empowering others rather than commanding them. This people-first approach has been central to her company’s culture and its growing influence across the globe.
Another key aspect of her leadership is her focus on technology as an enabler of social good. She views innovation not as a luxury but as a responsibility — a tool to solve real-world problems like waste reduction, affordability, and accessibility.
The Broader Significance of Her Work
Eshita’s journey reflects more than entrepreneurial success; it highlights a fundamental transformation in how society interacts with material goods. By encouraging circular fashion, she is helping redefine luxury itself — moving away from exclusivity and towards inclusivity.
Her work also aligns with broader environmental goals, such as reducing global textile waste and lowering fashion’s contribution to carbon emissions. By Rotation embodies the principles of the circular economy: reuse, reduce, and share.
In addition to her business, Eshita uses her platform to advocate for diversity and ethical business practices. She openly discusses the importance of representation in leadership and the need for women from all backgrounds to have a voice in the global business landscape.
Future Vision
Looking ahead, Eshita Kabra-Davies aims to expand By Rotation globally, creating a truly interconnected fashion community. She envisions a world where people no longer feel pressured to own everything they wear but instead celebrate shared access, creativity, and sustainability.
With continued innovation, strategic partnerships, and a passionate user base, her platform is well on its way to revolutionising the fashion industry. Eshita also hopes to inspire more entrepreneurs to build businesses that prioritise purpose over profit — proving that sustainability and success can go hand in hand.
Conclusion
Eshita Kabra-Davies is not just a founder; she is a pioneer redefining what it means to be fashionable in the modern age. Through By Rotation, she has challenged the status quo, inspiring a generation to embrace conscious consumption and community-driven sharing. Her journey from an investment analyst to a global sustainability advocate illustrates how one individual’s vision can reshape entire industries.
In an era where climate change and overconsumption threaten our planet, voices like hers are more important than ever. She represents the fusion of intellect, empathy, and innovation — qualities that make her a role model for both entrepreneurs and consumers alike. The story of Eshita Kabra-Davies is not merely about fashion; it’s about reimagining the future — one shared wardrobe at a time.
