Fashion rental app By Rotation and Uber partner to help deliver ski wear

By Rotation, one of the UK’s most popular fashion rental platforms, on Wednesday announced a partnership with ride-sharing app Uber.

From now until May 31. alternately Users in the UK can rent clothes from others in their area and have them delivered via Uber within 60 minutes at a 10% discount. Although the discount applies to all users, the service is geared toward those who rent ski equipment. By Rotation said that 30% of ski renters on its platform are looking for same-day pickup, and this partnership seeks to alleviate the inconvenience of renting bulky, expensive ski equipment and having to carry it.

The partnership is fun and timely. Previously, By Rotation teamed up with Airbnb to provide wedding outfit rentals to guests attending destination weddings. It was another Creative collaboration Which sought to meet consumers where they are. Nowadays, skateboarding has become an online fashion icon as a sport It remains popular Pastime throughout Europe.

Ishita Kabra Davis, founder and CEO of By Rotation, told TechCrunch that the partnership came from “listening to our community,” and that the company realized that while consumers love how sustainable clothing rental is, they also want “the speed and convenience of e-commerce.”

“With one in four cars rented within 48 hours of an event, logistics were the final point of friction,” she said. She called this the “emergency economy,” or the moment of “ironic panic” when someone realized they needed clothes immediately. Usually, when this moment comes, a person has to run out to make a “panic buy” for a new outfit. “We wanted to change this behavior by removing the one thing standing in the way, which is logistics,” Capra-Davis said.

She said that the collaboration with Uber makes consumers move from “fast fashion” to “slow fashion.” Fashion is still one of The most polluting industries In the world. As a result, the sharing economy – or circular economy –It has become popular among young people Find more sustainable and often affordable ways to buy clothes.

When users renting in their neighborhoods navigate to the app’s checkout page, they’ll be prompted via a pop-up banner to use Uber Courier, where the By Rotation discount will automatically be applied.

“It gives our community the luxury of choice; they can now secure a high-quality, high-value item over a disposable item of clothing, simply because it can arrive at their door just as quickly.” Capra-Davis continued.

Kabra-Davies was launched by Rotation in 2019 and has scaled it to become one of the largest peer-to-peer rental platforms in the world. The platform has more than a million users (such as songwriter Ellie Goulding) and manages more than $100 million in luxury inventory, she said. With this, the company has expanded beyond being a fashion rental platform, Capra-Davis said.

“A strong example of this is one of our senior lenders who actually used her wardrobe profits to fund the project Her IVF journey”, which led to successful surrogacy. After that, the brand hopes to continue building “the world’s largest shared wardrobe”. Launched in New York Its eyes are on the United Arab Emirates. “Our ambition, like Uber’s, is global,” Capra-Davies said. “We want to make the ‘swivel wardrobe’ the default mode of consumption everywhere.