By Rotation Partners with Lime to Promote Sustainable Festive Season Choices

Fashion rental platform By Rotation has teamed up with electric vehicle company Lime to encourage more sustainable behaviour among Londoners during the festive period. The partnership follows research indicating that while 95 percent of London-based women want to be environmentally conscious this Christmas, over one-third still purchase single-use outfits for seasonal events.

To support more eco-friendly habits, By Rotation will offer customers who rent an outfit through its app from November 26 a complimentary 10-minute Lime e-bike ride. The incentive, available until December 31, is limited to the first 500 users and aims to make both sustainable fashion and green transport more accessible during a high-consumption time of year.

The initiative reflects rising interest in low-carbon mobility, particularly among younger demographics. According to By Rotation, more than a third of women aged 18 to 34 plan to cycle to a Christmas party this year. The collaboration highlights growing consumer appetite for circular fashion and eco-friendly transportation as practical, affordable alternatives to traditional festive spending habits.

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