Hi, and welcome to Endless! I’m Rosie, Founder & CEO, and I’m so excited to have you on this journey with us.

Endless is more than a fashion platform - it’s a movement. One that challenges the status quo of fashion consumption and redefines what it means to shop sustainably and stylishly. You’re now part of something bold, conscious, and game-changing - and we’re so glad you’re here.

What is Endless?

Endless is the UAE’s leading circular fashion platform for women, offering a hybrid of designer rental and resale. Our mission is to make shopping circular better than shopping new - stylish, seamless, and aspirational.

We exist to:

• Extend the life of clothing
• Empower women to shop smarter
• Redefine style through sustainability
• Build a modern, conscious fashion movement

My Story Behind Endless

I started Endless in the UK after spending over a decade working in the fashion industry (from shop floors to HQs) - my career started at Marks & Spencer HQ in London as a womenswear and then lingerie buyer, to launching Endless Wardrobe in the UK at the start of 2019.

Over those years, I saw just how fast and wasteful the fashion cycle had become. Beautiful pieces worn once and thrown away. The pressure to keep buying new and the environmental cost of fast-fashion behind the scenes (which was the only option for me to afford to keep my wardrobe fresh, at the time - affordable luxury wasn’t really a thing yet!) But I also saw something else: a shift. Women were looking to become more conscious, more intentional. They wanted to feel good in, and about, what they wear - not just how it looks, but where it came from, and where it’s going next.

That’s why I created Endless:

1️⃣ Rental didn't exist for regular weekend renting at the time. It was outdated and the only option that was available was for proms and black-tie balls. I wanted to create something modern - where renting cool luxe outfits every weekend from your favourite brands was an option.

2️⃣ Resale options weren't aesthetic or easy to use - they felt clunky often charity-shops. As I wasn't a thrifty shopper myself, I wanted to build the Net-a-Porter/ASOS/Ounass of circular fashion - somewhere girls like me would love to shop circular pieces, made luxe and easy. The only way to make it mainstream.

3️⃣ There was a huge gap between fast-fashion and luxury - and nothing in between. There were no real affordable luxury, good quality options for girls like me. Which meant buying from cheap trend-led fashion weekly. I wanted to create that middle ground - where style, sustainability, and accessibility could finally meet.

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After running Endless UK for over three years in the UK (and through the pandemic) of which I managed to spend a lot of time in the UAE, living with my sister in Abu Dhabi and friends in Dubai. I loved the region so much and knew I was destined to live here one day. Myself and my co-founder at the time made a decision to close the business in 2022 and go our separate ways. I wanted to relocate myself and Endless to the Middle East where I saw a huge opportunity to give this same joy to the woman of the UAE. 

When I moved and set up Endless here in 2023 - I knew there was a huge opportunity to bring my vision here - and to build an affordable luxe platform and a community that empowers women to shop more mindfully, without sacrificing style. To make shopping circular just as good as shopping new, and rental for more regular outfits the norm. I noticed that the circular fashion market in the UAE was and is way behind the rest of the world.

I believe so deeply in what we’re building (which is why I have dedicated the last 7 years of my life to Endless) - and I believe even more in the people building it with me. So thank you for joining the community. You’re here at such an exciting time, and I can’t wait to see the impact we make together.

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I know how powerful an outfit can be, and how it can impact your day, night, your state of mind. Feeling good in what you're wearing and being able to be your most confident and authentic self is so important as a woman. I know if I'm not feeling my best, I can put on certain outfits and suddenly feel completely different.

I hope to help give other people that same feeling through Endless. I believe the rental and resale model not only elongates the lifespan of clothing which is of course a brilliant solution to so much fast-fashion ending up in landfill - but it also enables women to wear brands and outfits they love (and otherwise may not be able to afford), to feel like their 'true self'.

I have created Endless to solve the problems I have personally faced when it comes to buying clothes.

Thank you for shopping more consciously!