Fashion rental app By Rotation and Lime bikes join forces for an eco-conscious Christmas

By Rotation and Lime partnering for the festive season isn’t the first pairing that would naturally spring to mind.

By Rotation, the fashion rental app, sits in that ‘accessible luxe’ corner of the fashion world, while Lime is part of the everyday rhythm of city life. Different vibes, different audiences, at least on the surface…

But the more you think about it, the more it makes brilliant sense. In fact, that slight unexpectedness is a big part of its draw and charm.

Both brands tap into the growing behaviour shift: people want to live more sustainably without compromising on convenience or fun. 

Renting an outfit for a single event has become second nature. Taking a Lime to get across the city quickly, cheaply, and easy on the carbon footprint has moved beyond second nature and is now becoming part of the routine. Put those actions together, and suddenly they feel like complementary parts of the same lifestyle.

You also can’t help but love how the partnership plays with the idea of ‘rotation,’ both in wardrobes and on wheels. It’s memorable and grounded in real behaviour.

Strategically, it’s smart for By Rotation. 

Lime has become a cultural fixture, a go-to for anyone needing to zip from A to B, whether that’s commuters, tourists, or even the occasional celebrity weaving through London or arriving at their own premiere. By connecting to that energy, By Rotation steps beyond its core community and situates itself more visibly in the flow of the everyday.

Meanwhile, Lime boosts its fashion creds. The partnership reframes Lime not just as a practical transport option, but as part of the getting-ready ritual - the final step in arriving at your night out looking (and ultimately, feeling) good. It taps into that growing sense among younger consumers that sustainable choices can be stylish choices too.

Sustainable fashion should feel as easy as hopping on a Lime, and that’s exactly what By Rotation is proving.

So, what’s next? 

I’m excited to see where else Lime could pop up in culture and continue facilitating us with a more eco-conscious routine. Is it with retail, for the shoppers utilising the baskets for their weekly food shops? Or embracing its community with more exclusive pop-ups for arts and nightlife experiences?

Whatever it is, I’m here for it.