The Clothing Rental App That Wants To End Fast Fashion

Some of the ByRotation team, with founder Eshita Kabra (back right) BYROTATION Brits purchase more clothing than any other European country, spending £2.7 billion ($3.5 billion) on fashion that they only wear once. The founder of a fashion technology company called By Rotation is hoping to change consumer habits, and help the planet to boot. UK-based, India-born and Singapore-raised Eshita Kabra came up with the idea when she was planning her honeymoon. “I turned to social media for ideas on what to wear, and always saw influencers on social media wearing beautiful clothing –…

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Clothing brand Hush sees rapid growth in backlash against fast fashion

 Hush started out selling pyjamas and cardigans but now covers all wardrobe bases. Photograph: Hush PrettyLittleThing and Missguided have hit the big time selling £5 dresses and £1 bikinis to the youth market but another online British brand, Hush, is expanding rapidly in a backlash against fast fashion. Sales at London-based Hush, which is run by a husband and wife team, jumped 35% last year to more than £40m as its jumpsuits and dresses found an audience among women aged 35 to 45 who, it says, “like fashion but are not a slave to…

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