By Rotation partners with Lime bikes for the festive party season

Fashion rental platform By Rotation has partnered with e-bike company Lime “to help Londoners show up more sustainably for the party season”.

The partnership will allow anyone renting their Christmas party outfit on the By Rotation app to receive a free Lime ride.

It comes in the wake of research conducted by Opinium on behalf of Lime and By Rotation - surveying 1,000 London adults in November 2025 – which discovered that over a third of 18-34 year-olds (37%) say they’ll cycle to a Christmas party this year.

Their motivations are largely practical, with low cost (25%), environmental benefits (23%) and speed (23%) topping the list, while almost half (49%) of respondents said they would attend more parties or events during the holiday season if getting there was faster.

However, style plays a role too, as one in four young Londoners say cycling feels more fashionable than other modes of transport. Meanwhile, 21% said they didn’t want to sit on dirty seats on public transport, while 19% worry about ‘overheating’ in their party outfits.

Separately, a third (34%) of 18-34 year old Londoners said they agree it’s “cooler” to arrive at a Christmas party by bike or e-bike than any other way.

Eshita Kabra-Davies, founder and CEO of By Rotation, said: “There’s a real tension at Christmas as we want to be greener, but the season pushes us into overconsumption.

“By partnering with Lime, we’re helping people make two easy swaps: renting their look and choosing a cleaner way to get there. Small choices add up and this partnership shows sustainable celebrations can still feel special.”

The new research also revealed that an overwhelming 95% of women living in London are looking for ways to be more environmentally conscious this Christmas, while over half (56%) plan to spend less this year than last.
When it comes to how, 44% don’t plan on buying new outfits, while 23% plan on choosing more sustainable travel options.

Additionally, more than a third of London women (35%) admit to buying new clothes for parties or events they only wear once, while 34% admit they feel pressure to buy a new outfit for every Christmas party they attend, even though 43% can’t remember what they wore to parties last year.

Social media only intensifies the cycle for young people, as over a third of 18–34 year-olds (37%) confess they wouldn’t post on socials if they were wearing something they’d already been pictured in.