31. By Rotation: on-demand fashion rentals, without the guilt Don’t bin your wardrobe - rotate it! By Rotation is a clothes rental site that’s helping Brits to move away from the “wear once” mentality of fast fashion. About the Startups 100 Now in its 17th year, the Startups 100 is the definitive list of the most promising new UK businesses. There's no fee for entry or for inclusion in our index. The Startups team of new business experts judge all our top 100 entrants in collaboration with specialist industry consultants. See our guide to this year’s hottest new businesses and most exceptional founders in the complete 2025 Startups 100 index. Founder: Eshita Kabra-DaviesYear founded: 2019Website: byrotation.comEntrepreneurs never turn off — not even on their honeymoon. Eshita Kabra-Davies was enjoying her first holiday as a newlywed when she visited her birthplace, Rajasthan in India. Shocked by the amount of textile waste she saw there, the idea for By Rotation took shape.By Rotation is a new clothes app that’s on a mission to tackle fast fashion. The concept is not necessarily new. But By Rotation has become a statement piece in the sector because of its focus on fashion rentals.Thanks to trendsetters such as Vinted and Depop, reselling has largely been embraced by consumers. However, clothing rentals have found less success with lenders and renters, who worry about having to bother with cleaning and damages.By Rotation solves this issue by focusing on high price point items worth over £100, making it a more attractive and viable option for luxury fashion enthusiasts. Alongside reducing their consumption, this means users can access high-end fashion, without the high price tag.Smart client partnerships complement this branding. The startup now manages the wardrobes of the stars, from Dame Helen Mirren to Ellie Goulding. It also worked with AirBnB to enable wedding guests to rent both accommodation and clothing for the big day.Of course, today’s platforms cannot succeed without a sizable community of everyday users. By Rotation has built a strong social media following of 220k, and has played host to them at various Fashion Week Parties, sustainability panels, and most recently a resale event.It has also raised a sizable amount of funding, having earned £2.3m in seed funding – presumably enough to rent Jimmy Choos’ entire Spring collection. By Rotation is next targeting expansion to the US, where it already has an HQ in New York. But Kabra-Davies hasn’t forgotten Rajasthan, and her goal of shifting consumer behaviour towards a sustainable, circular model; something we’re sure 2025 will bring her closer to. The 2025 Startups 100 List in Full 1 Lottie 2 Robin AI 3 Yonder 4 HIVED 5 Gaia 6 Runna 7 Quantum Dice 8 Hoxton Farms 9 MAGIC AI 10 Eolas Medical 11 DRIFT Energy 12 Audiomob 13 Lindus Health 14 FYLD 15 Zero Gravity 16 Vikela 17 ToffeeX 18 Bio&Me 19 Strolll 20 Triple Technologies 21 UNDO Carbon 22 KOMI 23 Untap 24 Novai 25 Omni Pet 26 Sona 27 Fin Sustainable Logistics 28 trumpet 29 Swiipr Technologies 30 Cerbos 31 By Rotation 32 Open Climate Fix 33 Howbout 34 cheqd 35 Seep 36 Oort Energy 37 Walking on Earth 38 Flexa 39 HutanBio 40 Primer 41 Black Seed Ventures 42 Sharesy 43 Made With Intent 44 Userled 45 Zeti 46 Luna Daily 47 Deploy Tech 48 PulpaTronics 49 Metris Energy 50 VoltShare 51 NOQ Group 52 Hormona 53 Unify AI 54 The Seam 55 Siloton 56 SURREAL 57 Valarian Technologies 58 Papaya Technologies 59 PEEQUAL 60 PlantSea 61 Bloom Money 62 Tonic Health 63 Stored. 64 Cult Mia 65 Atlantic Money 66 facia.ai 67 RideTandem 68 Monk 69 STOCKED 70 IMPOSSIBREW 71 Mindgard 72 Grub Club Pets 73 Financielle 74 Outverse 75 Automated Architecture 76 Freja 77 Purple Transform 78 Lumi 79 Storekit 80 Unfabled 81 Asan Wellness 82 Mach42 83 seedata.io 84 Peachies 85 Nugget Savings 86 Enbiosis Biotechnology 87 Swoperz 88 growze 89 ekko 90 Tunic Pay 91 SKIN 92 Cashblack 93 TaskHer 94 XR Therapeutics 95 Alyve 96 UJJI AI 97 Volunteero 98 SuperFi 99 PharmAppy 100 Cogs AI See more Share this post facebook twitter linkedin Tags 2025