By Rotation partners with Lime to push low-impact festive consumerism

Fashion rental platform By Rotation has struck up a new partnership with Lime_ an electric vehicle company_ to encourage consumers to make more sustainable choices during the festive season.

The collaboration comes on the back of research suggesting that 95 percent of London-based women want to be more environmentally conscious this Christmas_ despite 35 percent reporting they still purchase single-use outfits for seasonal events.

By Rotation says it intends to bridge this gap by offering access to rentable wardrobes across the UK capital_ a mission that it hopes to bolster with Lime.

Through the partnership_ customers who rent an outfit via the By Rotation app from November 26 can redeem a complimentary 10-minute Lime e-bike ride using a dedicated promo code. The offer runs until December 31_ and is limited to the first 500 users.

The partnership aligns with a broader behavioural shift regarding sustainable transportation. According to By Rotation_ more than a third of 18- to 34-year-olds say they plan to cycle to a Christmas party this year.

The initiative therefore underscores an increase in appetite for both circular fashion solutions and low-carbon mobility_ two areas gaining traction as shoppers seek accessible_ affordable and sustainable options during a high-consumption period.