Charlene Foreman
Make An Impact and explore a buzzing Future of Fashion
Taking a walk into a store on a sunny warm Wednesday morning was probably the most surreal activity I have encountered in the past year and a half. There was an exciting buzz in the air as I walked a long London’s buzzing Carnaby Street to visit the newly established sustainable pop-up store Rotaro, a womenswear rental space/platform dedicated to consumers to experience the pleasure of renting frocks from their favourite designers. They have the opportunity to reserve the outfit for a special occasion till a future date arises without having to drain their bank accounts and avoid creating waste. The company name was obtained from the word rotate, suited to the company's focus to explore Circular Fashion within a fun environment.
Although there is a gleam of excitement, hope and celebration since the launch and with lockdown slowly easing in London, we try to regain some form of pre-COVID normality way of living as consumers take their first steps back into the retail shops. Browsing my way through the rail of clothing, one thing that was exciting to observe was the chance to rekindle the slightest touch of a garment whilst hanging on display and the diversity of brands and colours brightening up the store.
From Wednesday just gone, it is already the second day in and from customer enthusiasts to influencers and journalists have flocked to the retail pop up store to browse at their leisure and learn more about the cult label Rotaro Rental service.
Already two years on, and the label has achieved so much, honouring their commitment by encouraging a different approach to consumer purchases and transforming retail practices for the better. The store consists of womenswear luxury brands including JW Anderson, House of Sunny, Stine Goya, Anouki and Hosbjerg. They offer excellent quality in customer experience and work towards elevating looks in your wardrobe.
So far, Rotaro has been a good fit for the area of Carnaby Street. Founders Georgie Hyatt, Charlie Knowles and Brooke Andrews started the business in 2019.
Since then, Rotaro's focus is to protect the environment and keep sustainability as its core value. A space to represent creative designers, collaborations and independent artists. A stimulating experience for consumers to discover new brands whilst embracing their talents. They can explore their styles and experiment with multiple colours, patterns, long lengths, short lengths, ruffles and gatherings. The list goes on.
Rotaro is a building block platform set to unite a community, going above and beyond, establishing an alternative option for the future of fashion and acknowledging the message around Circular Fashion more effectively and mindfully to continue their journey.
More projects lined up on the horizon as Rotaro will be using its space to join forces with an online art platform called Partnership Editions. The programme represents a string of exhibitions from amazingly creative artists to showcase their work within the pop-up space. Soon, we will see Rotaro come together with sustainable consultancy Futerra. Their passion is to encourage the idea of bringing the future of fashion in-store and to the public. It will be arranged as an educational hub space, providing digital technology and offering advice to the customers about fashion consumption.
Looking forward to seeing more of Rotaro Rental Service for the future as they continue to strive, make an impact, and set an example for the Fashion Industry and our environment.
See more highlights below of Rotaro pop up store and check out their instagram page here.
Words by Charlene Foreman.