The Rotaro story begins with a deep passion for true, statement-defining fashion. Owners Georgie and Charlie observed that many people in the fashion community had wardrobes full of items they’d only wear once, maybe twice. This approach to fashion simply isn’t sustainable. By identifying this issue, they also discovered a solution: making fashion accessible, cost-effective, and sustainable through rental. With this vision, Rotaro was born.

Rotaro’s brand identity is a captivating blend of modern and classic aesthetics, reflecting the company’s mission to transform the world of high fashion.

The brand identity utilizes a contemporary, clean design with a unique twist: the rotated Os subtly represent the core concept of “fashion on rotation.” This playful detail is further accentuated by the rounded edges of the logotype, symbolising the circular nature of Rotaro’s rental service.

The overall brand balances a combination of classic mid-century design with an edgy aesthetic. This reflects the enduring allure of high-fashion while maintaining an edge that resonates with today’s style-conscious consumer. The brand aims to reflect Rotaro’s commitment to fashion-forward thinking that’s accessible to all, regardless of their budget.

Rotaro also focuses on sustainability, understanding the impact of fast fashion on the environment. By offering rental services, they encourage a more conscious approach to fashion consumption. This method not only reduces waste but also allows customers to enjoy a variety of styles without the guilt of over-purchasing. Rotaro continues to innovate, ensuring that style and sustainability go hand in hand.