After shelling out for one too many expensive new ski outfits for her three fast-growing kids-and denying herself the same indulgence-U.K.-based retail and real estate investor Rachael Westbrook had an idea. In January 2020 she decided to bring high-end ski-wear into the circular economy. After all, her youngest was about to start school; it was perfect timing to start a business. The 11 months that followed didn't go exactly according to plan. But amid homeschool-ing chaos, Westbrook managed by December to start EcoSki, so users could rent, buy, sell, or recycle pieces from upscale winter sports designers. A teal-and-green colorblocked women's parka with pink trim by German label Ortovox that retails for £600 ($818) rents there for £12 a day; for kids, a sweet bunny snowsuit from Dinoski (normally £185) goes for £6 a day.
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