Two brands, One Mission. And yes, we like to share. Below, we share a taste of our partnership with Reformation - a collaboration set on showing how brands can extend the lifecycle of their products by embracing peer-to-peer sharing, while actively cutting down on fashion waste. To celebrate joining forces, we hosted a community morning at the Reformation store - read on to discover more from the event and the collaboration itself.
“We make our stuff with high-quality materials so you can wear it over and over again, and then a few more times after that. Now, other people can wear your Ref too, because we’re for rent on By Rotation.
Basically like the Sisterhood of the Traveling Pants, but for way more cute stuff. All in support of our big circularity goals.”
Reformation
"Our goal is to be circular by 2030. We believe the future of fashion is circular, and making something new shouldn’t have to mean using virgin materials. So we want to make products that have as close to zero virgin materials as possible and are recyclable."
Reformation
The numbers quickly spoke for themselves: our lenders were earning upwards of £2,000+ from a single Reformation dress, with individual pieces shared across more than 28 wardrobes.
Rather than treating rental as a standalone category, this collaboration proved that the future of fashion is as much about sharing better as it is about buying better, letting our community earn from what they own.
The best part? Reformation has launched an exclusive rental edit of new-season pieces available to rent directly on the By Rotation app.
