Social fashion rental platform, By Rotation, is preparing to launch an in-app resale feature in order to broaden its sustainable offerings during a pivotal time in the garment rental industry.

According to Thredup's global report, the resale market is growing 11 times faster than traditional retail and is expected to be worth $84 billion by 2030, with fast fashion expected to be worth around $40 billion.

With close to 200,000 users, the new feature will launch on January 17th, with the goal of taking the app to the next level and making it the platform for sustainable fashion consumption.

Eshita Kabra-Davies, Founder of By Rotation, said that after receiving significant feedback from their Rotators to offer the option to sell an item (and selling two items myself directly on the app!), they are rewarding all their verified lenders with the ability to sell their pieces that are also available to rent. This is in line with their objective to change the way people shop for clothes for the better. Thanks to their highly informative data, their Rotators have also become very strategic and attentive when it comes to adding new pieces to their wardrobe, and this will continue to aid in those selections!

By Rotation, which launched in 2019, is the UK's first and only peer-to-peer digital fashion rental app. The program allows users to calculate the number of carbon emissions they will avoid by renting clothes instead of buying them.