By Rotation, the trailblazing fashion rental platform, has opened what it calls the world’s largest-ever fashion rental pop-up, right in the heart of London’s Mayfair. Known for its eco-conscious approach to fashion, the company celebrates its fifth anniversary by launching “The House of ByRo,” a vibrant five-story showcase located at 31 Brook Street, offering visitors a glimpse into the future of sustainable style and community-driven fashion. The pop-up is set to run until 31 December 2024.
The pop-up will display a carefully curated collection of the brand’s most popular clothing and accessories. By Rotation has transformed the building into what founder Eshita Kabra-Davies describes as “an immersive and interactive retail experience.” The pop-up offers more than just rental racks; it aims to give visitors an engaging experience, with the opportunity to browse and rent sought-after pieces from some of the world’s most celebrated wardrobes.
“This is more than just a retail space,” Kabra-Davies shared. “We wanted to create a unique, hands-on experience for our community, where they can connect with the brand, explore curated styles, and feel a part of a movement that prioritises sustainability and shared fashion.”
The fashion pieces available for rent include a line-up of red-carpet outfits worn by A-list personalities like Sophie Hermann, Chrissy Rutherford, Matilde Mourinho, Abisola Omole, and even Dame Helen Mirren. With this new pop-up, By Rotation offers fans and fashion lovers the chance to don glamorous pieces they may have only seen on social media or the red carpet. Alongside these one-of-a-kind ensembles, visitors can also find an exclusive assortment of brands such as Self-Portrait, 16Arlington, Terry De Havilland, and Khanums, bringing the very best in high-end fashion to the fingertips of everyday consumers.
Adding an extra layer of prestige to the experience, By Rotation is marking the 175th anniversary of the celebrated Savile Row tailors by featuring luxurious menswear items from the Huntsman library. This unique addition offers a rare chance for visitors to access iconic menswear pieces, bridging the world of traditional British tailoring with modern sustainable fashion.
Kabra-Davies expressed her excitement over this collaboration, saying, “We are incredibly honoured to showcase pieces from the Huntsman collection. It’s a fantastic way to celebrate British heritage while promoting a sustainable, shareable future for fashion.”
The launch of “The House of ByRo” is also part of Westminster City Council’s ‘Meanwhile On’ initiative, which provides innovative brands with access to high-profile retail spaces. By Rotation was one of over 800 applicants selected to participate in the initiative, securing the iconic Mayfair location with the support of Royal London Asset Management, who provided a rent-free space. With full-cycle assistance from project delivery partner Someday Studios, the Westminster initiative supports brands with business rates, store design budgets, and operational guidance. This partnership has enabled By Rotation to create a pop-up that exemplifies sustainable luxury in one of London’s most sought-after retail locations.
In less than five years, By Rotation has redefined the way people think about fashion, empowering users to “rent, lend, and rotate their wardrobes” through its innovative app. Since its launch in 2019, the company has grown into a key player in sustainable fashion, with over a million downloads and 150,000 active listings across the UK and US. The brand’s success speaks to the rising demand for more sustainable options in the fashion industry, as more consumers look to reduce waste and embrace a circular economy model. By Rotation’s approach appeals to fashion lovers who want access to luxury pieces without contributing to the harmful effects of fast fashion.
To further celebrate its community, the pop-up will host a range of workshops and events designed to bring By Rotation’s members together in the physical space. “Our community has always been the driving force behind By Rotation,” Kabra-Davies explained. “With this pop-up, we want to give them something special – a place where they can gather, share experiences, and deepen their connection with each other and the brand.”
By Rotation’s community-first model has been instrumental in its rapid success, and the new pop-up is expected to be a focal point for the brand’s vibrant network of members, creators, and fashion enthusiasts. The events, which will cover everything from sustainable fashion practices to styling tips, offer a platform for members to not only rent unique items but also learn and engage with the ethos behind the brand.
The House of ByRo pop-up represents a milestone not only for By Rotation but also for the broader movement towards sustainable fashion. As Kabra-Davies reflects on the brand’s journey, she remains committed to the mission that inspired her to launch By Rotation. “When I founded this company, it was to change the way people consume fashion and prove that luxury can be circular, accessible, and sustainable. This pop-up is a celebration of that vision, and we can’t wait to share it with everyone who walks through our doors.”
The pop-up is set to attract fashion-forward Londoners, tourists, and anyone curious about the future of style. By Rotation has made it clear that this is only the beginning; the company plans to continue expanding its footprint while inspiring positive change across the fashion industry.
