In episode 174 of the Disruptors for GOOD podcast, I speak with Phoebe Yu and Kat Dey, Co-founders of ettitude, on leading the way in creating sustainable and eco-friendly fabrics for the world to sleep on.
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Ettitude is a sustainable brand that has made a name for itself in the bedding industry by offering high-quality, eco-friendly bedding products that are as comfortable as they are sustainable.
The company offers a wide range of bedding products that are made from 100% bamboo lyocell, a material that is known for its softness, breathability, and durability.
Unlike traditional cotton bedding, which requires a significant amount of water and pesticides to grow, bamboo is a highly sustainable and renewable resource that requires little water and no pesticides.
But Ettitude’s commitment to sustainability goes beyond just using eco-friendly materials. The company also takes great care in its production processes to minimize waste and reduce its carbon footprint.
One of the standout products from Ettitude is their signature Bamboo Lyocell Sheet Set, made from their exclusive, sustainable CleanBamboo™ fabric.
These sheets are incredibly soft and silky to the touch, making them the perfect addition to any bedroom. They’re also highly breathable and moisture-wicking, which means you’ll stay cool and comfortable throughout the night.
What does ettitude mean?
Ettitude is is a blend for eco-attitude.
Ennovative (eco-innovation) with the fabrics and processes that are rooted in nature and regeneration.
Conscious of the impact on our planet, the community and educating those around us.
Optimistic for change and proactively helping to better our earth’s future.
“ettitude is on a mission to create next-gen fabrics and products that reduce our impact and support the health of the planet. We’re here to make a material difference in the home and textiles industries for a more sustainable, regenerative future for all.” – ettitude founders
What is the Ettitude CleanBamboo™ fabric?
CleanBamboo fabric is made from 100% bamboo lyocell fibers that have been processed using a closed-loop production system.
This means that the chemicals and water used in the production process are continually recycled, reducing the amount of waste that is generated and minimizing the impact on the environment.
The production of CleanBamboo fabric also uses significantly less water than the production of traditional cotton or even conventional bamboo fabrics.
Bamboo is known for its ability to grow with little water, but traditional bamboo fabric production still requires a significant amount of water to process the fibers.
In contrast, CleanBamboo fabric uses up to 10 times less water than traditional cotton sheets. Not only is CleanBamboo fabric sustainable and eco-friendly, but it’s also incredibly soft and comfortable.
The bamboo lyocell fibers used in CleanBamboo fabric are naturally breathable, moisture-wicking, and hypoallergenic, making it a great choice for anyone with sensitive skin or allergies.
CleanBamboo fabric is used in a variety of Ettitude bedding products, including sheets, duvet covers, pillowcases, and even bathrobes.
Customers rave about the silky, soft feel of CleanBamboo fabric, as well as its ability to regulate temperature and wick away moisture.
Overall, CleanBamboo fabric is a game-changer for the bedding industry, offering a sustainable and eco-friendly alternative to traditional cotton or even conventional bamboo fabrics.
Ettitude’s commitment to using sustainable materials and production methods, combined with the luxurious feel of CleanBamboo fabric, makes Ettitude a standout company in the bedding industry.
About Phoebe Yu
Phoebe Yu is the Founder and CEO of ettitude (www.ettitude.com), an award-winning material science and lifestyle company with the mission to reduce textiles’ harmful environmental impact dramatically.
While shopping for her home after moving to Melbourne, Australia, Phoebe spotted an opportunity within the bedding market to create sustainable luxury for less. With her vision of revolutionizing the bedding industry, Phoebe brings together entrepreneurial instincts, a passion for sustainability, and an understanding of fabric technology.
After years of testing materials, weaving and dying techniques, and harnessing a decade of experience in supply chain management, Phoebe perfected and launched ettitude’s innovative CleanBamboo fabric in 2014.
The manufacturing process is a clean alternative to the highly polluting textiles, cotton and viscose. In 2017, ettitude began expanding globally, opening a headquarters in Los Angeles the following year. ettitude was named an Inc. 5000 fastest-growing private company in America in both 2020 & 2021.
Phoebe has been a guest lecturer on entrepreneurship and sustainability at several universities. Before ettitude, Phoebe founded two international trading and sourcing companies in Asia.
About Kat Dey
Kat Dey is a serial entrepreneur and executive, named one of “35 People to Watch”. She is Co-Founder & President of ettitude, an award-winning material science company with the mission to dramatically reduce the harmful environmental impact of textiles.
With its proprietary technologies, ettitude offers sustainable bedding, bath essentials, apparel and a variety of textiles made with CleanBamboo . The manufacturing process is a clean alternative to the highly polluting cotton and viscose textiles. ettitude is Climate Neutral certified and a B Corp.
Prior to ettitude, Dey had a decade of experience scaling mission-driven brands. Her prior company was named by Crains NY as the #3 fastest growing company in New York before it was acquired in 2017. Today Dey also serves as advisor and investor in several early stage companies.
Prior to her startup journey, Dey held strategy positions at Weight Watchers and Thomson Reuters, and received her MBA from Columbia Business School and her Bachelor’s Degree from Columbia University. Kat and her companies have appeared in Fortune, Forbes, WSJ, LA Times, Today, FOX, BBC and more.
Overall, Ettitude is a company that is committed to sustainability and providing customers with high-quality, comfortable bedding products.
With its focus on eco-friendly materials and production processes, Ettitude is a great choice for anyone who wants to make their bedroom a little more sustainable without sacrificing comfort or style.
Grant is the founder of Causeartist, one of the most influential impact business platforms in the world. Since 2013, Causeartist has been read in over 150 countries. Grant has personally interviewed 700+ impact entrepreneurs from around the world, highlighting innovations in ethical fashion, climate change, ethical technology, impact investing, and sustainable travel.