As we continue to highlight the importance of sustainable slow fashion through thifting, capsule wardrobes, and intentional consumption, those like Rosie Gunn are platforming another aspect entirely. Starting Endless, a fashion resale and rental platform, Gunn and her platform spotlights the fun in circular shopping. Where clothes work their purpose for the night without taking up extra room. Where fashion can continue to be creative and experimental without stressing the environment. And where clothes can find their way back if one simply changes their mind about them.
For the founder, the decision to start Endless was a natural one after working a decade in the fashion industry. Instead of looking for change, she created it herself, along with a robust community of fashion-forward women who follow Endless not just for their curation, but for what they stand for.
In a Q&A with Soigné, Rosie Gunn delves deeper into her journey with fashion, Endless, her life as a founder, and all about the world of rental fashion.
As the Founder and CEO of a circular fashion platform, how would you describe your style and its evolution? Does your style influence Endless or vice versa?
My style has become more intentional over time. I used to mindlessly shop for the latest trend and now I don’t believe in that culture. I still love fashion and expressing myself through what I wear, but I’m much more conscious about the pieces I choose. I would describe my style as understated, classic, and timeless. I wear the same pieces again and again. Then I rent anything more fashion-led or fun that I will only wear once or twice. My ethos, beliefs, and relationship with fashion is how Endless started, so yes, it has a big influence.
How did your journey with Endless begin? What inspired you to take on the luxury rental market?
I’ve worked in fashion since I was 15, so I’ve always loved it, but I also saw firsthand how much we consume and how little we actually wear. In my twenties, I was living in London and constantly buying outfits for events that I’d only wear once, but I didn’t feel aligned with fast fashion and couldn’t always justify investing in luxury pieces either.
That’s really where the idea came from. I wanted to create a solution to that wardrobe dilemma every woman has. I wanted to build something that allowed women to access incredible fashion in a way that felt financially smarter and still exciting. For me, it was about making circular fashion feel just as luxe, effortless, and as good as shopping new.
You first began Endless in the UK before bringing the platform to Dubai. What inspired the move?
The move came quite naturally after the pandemic. I had spent a lot of time here and always loved the UAE. I saw a huge opportunity in the Middle East, particularly in Dubai where luxe fashion is such a big part of the culture and social lifestyle. It’s a market that really values newness and style, but also has a lot of social and work event-based dressing, which makes it perfect for Endless and rental. It felt like the right place to rebuild and scale the business in a much bigger and luxe way.
What does the current rental market landscape look like?
Rental is growing not just in the UAE but globally, it’s a huge part of the future of fashion. Circular fashion is, in fact, growing 3x faster than traditional retail. There has been a clear shift in how people think about fashion and their relationship with the outfits they wear. If you’re only going to wear something once or twice, renting just makes sense. However, if you love something so much and are going to wear it endlessly, it makes sense to buy it. Women are becoming so much more conscious about being both financially savvy and environmentally aware. People are starting to question overconsumption too. With so many expensive clothes hanging in their closet unworn, it naturally makes you question, ‘Do I really need to buy another new outfit?’ People are excited to rent, as it means you can experiment with your style and try a new colour, shape, designer/brand you haven’t worn before, without the commitment to paying for it. We’re here to make the whole process feel as easy and luxe as we possibly can, so it becomes a natural part of how people shop.
Similarly with Endless, who is the key consumer that the platform is trying to reach?
It’s less about a specific age group and more about mindset. Our customer is style-led and open-minded. She loves luxe fashion. wants to experiment with her style, and doesn’t necessarily want to own everything she wears. There’s also a strong sense of community here at Endless. She’s engaged, curious, and aligned with more conscious ways of shopping. The Endless woman just wants to do better, live better, and be more of who she is meant to be.
With the ongoing war, you have been outspoken about your fears, anxieties, and day-to-day life. How are you navigating the balance between personal and professional, and what do you do to keep yourself grounded during these uncertain times?
It’s definitely something I’ve had to be more intentional about. When things feel uncertain, I try to stay grounded in routine and focus on what I can control day-to-day. Whether that’s going to sound healing, moving my body, or just taking a moment to switch off. I also think just being honest about how you’re feeling is important, and then taking action. Taking the necessary actions and adapting to the situation always helps with anxiety as it makes you feel more in control, because you are. You don’t have to separate personal and professional completely, when you’re a founder that part is very hard, it’s about finding a balance and genuinely enjoying what you do and everything you’re building. And of course, being around people who support you, whether that’s your team or others.
You are currently working on the Endless Power Series Podcast. Can you give us a sneak peek at what to expect?
The Power Series is something I have been building for a while. It started as workshops within our Endless Community last year with two iconic guests, Roxie Nafousi about confidence and removing self-doubt, and then Nimi Mehta sharing how to feel confident having a voice and holding the room as a woman. From following their personal journeys along the way, they helped me along mine. The Power Series includes women who have genuinely walked the walk.
It’s something very close to my heart and my journey so far. I felt lonely and unsupported a lot throughout my journey, so I want to make sure no other woman has to walk the path I did. I didn’t have other supportive women that I could turn to for help. I had to teach myself everything, and it wasn’t easy. This is all about sharing tools and wisdom I wish I had access to much earlier in my journey, and bringing women together to lift each other up higher along the way.
The Power Series is something I have created to empower other women along their journeys by sharing tools and wisdom from women who have walked the path before us. I love personal development so much, and have created this for other ambitious women, making it cool, fun and full of feminine energy! I believe, as women, we are stronger together, hence why this is so important to me.
The Power Series Podcast is an extension of this, and everything Endless stands for, whether that’s our circular fashion or our community. It’s about creating a space with positive energy for other women like me, who want to do more, be more, and live a life true to them, stepping into their power as a woman.
And finally, what’s next for Rosie Gunn?
Right now, we’re focused on the next phase for Endless. After a slightly uncertain couple of months, we have made the decision to nurture and grow our community further, into a membership, and The Power Series IRL will be part of that. We’re focused on scaling Endless and continuing to build it into a leading platform in the region and beyond. Plus, we have been working on a really cool new venture under Endless quietly in the background, launching very soon. Stay tuned!
