By Rotation, a U.K.-based clothing rental app, hopes to eliminate the need for fast fashion by making peer-to-peer clothing rental mainstream in the United States. Individual users decide if they are willing to ship their items to users in other states. Despite the expected growth, online fashion rental and resale has proven to be a difficult business, especially on Wall Street. As the app grows, the startup is taking steps to ensure renters are trustworthy and lenders' items are protected from damage. "I wanted to wear nice clothes on my holiday and I thought about renting but there was no sort of digital fashion rental player here in the U.K. or even Europe," she said.

---

Persons: Eshita Kabra, Davies, Uber, we've, Kabra, Randi Wood, Wood, Martha Petrocheilos, Esther Gross, Ester Gross Organizations: Research, European Environment Agency, Marathon Asset Management Locations: U.K, United States, New York City, U.S, London, Los Angeles, Mexico, Rajasthan, India, Europe, Africa, Asia, New York