We’re excited to introduce you to the always interesting and insightful Jordan Santini. We hope you’ll enjoy our conversation with Jordan below.

Alright, Jordan thanks for taking the time to share your stories and insights with us today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea

Rotate started messy. I wasn’t sure what it was supposed to be at first; a nonprofit? A socially responsible business? A club? An advocacy group? All I knew was that I wanted to do something that actually made a difference. Over time, it became clear that Rotate could be all of those things in its own way — a place where creativity and impact overlap.

The idea came after seeing photos of the clothing dumping grounds in Chile’s Atacama Desert. Piles of fast fashion waste sitting in the sand. It hit me that so many of those clothes once made someone happy, and now they were just trash. Around that time, I had already been posting about sustainable fashion, rewearing what I owned, and finding creative ways to style pieces I already had. That combination of inspiration and frustration planted the first seed for Rotate.

The early days were far from perfect. I spent nights researching textile recycling, figuring out how buy-sell-trade models worked, and learning what gaps existed in the system. I realized there wasn’t really a place for imperfect items with potential. Not everything needs to be trendy to be valuable, and that idea became the foundation of Rotate.

I built the first version of the business from my home office. I created an intake form, set up a simple website, and figured out how people could sell their clothes to Rotate. I handled every step myself, from tracking shipments to sending payouts. It was messy, but it worked. Over time, I started experimenting with DIY kits and small repurposing events to see what resonated with people.

Every mistake taught me something important. Rotate grew from a side project into a mission to keep clothes in circulation and make sustainability feel creative and accessible. It started with chaos and curiosity and became something that now connects people through the shared idea that fashion can do better.

Jordan, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m Jordan, the founder of Rotate. It’s my part-time business and full-time obsession with helping people keep their clothes in rotation instead of the landfill.

My love for fashion started way before I knew what sustainability even was. When I was a kid, my nana gave me some extra gold fabric, and I turned it into my “pageant outfit.” And I say pageant outfit like I wasn’t the only contestant in my living room and my nana wasn’t the judge. Either way, I made it, and it was held together by literal staples. I had zero skills but all the vision, and that moment ended up setting the tone for everything I do now.

Fast forward to a few years ago. One night I was getting ready to go downtown with a friend. I was sewing rhinestones onto a top while she was adding grommets to a pair of jeans, and we both realized we were basically having the most productive pregame ever. That night sparked the idea for Repurpose Parties, which are now a big part of Rotate. They’re hands-on events where people come together to make something new out of what they already own and leave feeling inspired instead of pressured to buy something else.

Today, Rotate helps people reimagine their wardrobes in a few ways. Through the Sell to Rotate program, people can send in their unwanted clothes for resale or repurposing. I also design DIY Repurpose Kits that make upcycling simple at home, and I host community events that make sustainability feel social and creative.

What sets Rotate apart is that it’s built on potential, not perfection. I’m proud that it’s become a space where people can fall back in love with their personal style and realize they already have everything they need to create something great. Rotate is about creativity, confidence, and community. And it’s a reminder that sometimes the best outfit is the one you already own.

Let’s talk about resilience next – do you have a story you can share with us?

When I first started Rotate, everything felt like a test. I was working full time, running this idea part time, and trying to get people to care about something that most don’t even think about. What happens to their clothes after they’re done with them. Social media felt like it was going nowhere, sales were slow, and I was working on a business model that had both a learning curve and a message to explain. There were a lot of nights where I questioned if anyone would ever get it.

When I first launched my DIY Repurpose Kits, I sold one. I thought they were such a fun way for people to upcycle and get creative, but I quickly realized most people had no idea what they were or why they could be fun. That moment was humbling. It made me realize that before people could buy into the idea, I had to help them understand it.

That experience really taught me what resilience looks like. Being willing to slow down and educate people about why something matters instead of chasing quick results was the more impactful part. Rotate has grown since then, but that mindset hasn’t changed. I still believe that slow growth is meaningful growth, especially when you’re trying to shift how people think about fashion and consumption.

What’s been the most effective strategy for growing your clientele?

The most effective strategy for growing my clientele has been sharing my wins, no matter how small. Whether it’s an interview, a press feature, or a public announcement, I make sure people see what Rotate is doing. Every post or conversation is a reminder that the brand is active and evolving, and that energy draws people in. Third-party validation is incredibly valuable because it builds trust and keeps your name in circulation.

Your network really is your net worth, and sharing those moments is what keeps that network growing. You have to be your own biggest fan because no one will promote your work harder than you will. When you talk about your ideas and projects with excitement, people start to remember them. They share them with their friends, and suddenly you have new people reaching out who already feel connected to what you’re building. That’s how Rotate has grown through genuine connection, word of mouth, and showing up with pride in the process.

Contact Info:

• Website: https://www.rotatelv.com
• Instagram: @Rotate.LV
• Other: Tiktok: @Rotate.LV
  Pinterest: @Rotate.LV

Image Credits

Ashlyn Savannah Photo