About
Sells
Founded
January 2014
Founded By
Phoebe Yu
Headquarters
Los Angeles, CA
Team Size
15-20 employees
ettitude is a direct-to-consumer sustainable lifestyle brand offering modern bedding, bath and sleepwear products made from the world’s first CleanBamboo™ fabric. On a quest to make the world a more comfortable place, today and in 100 years, our innovative fabrics are feathery soft, extremely breathable, antimicrobial, and water-saving, resulting in products that are better for you and the planet.
As a Chinese-Australian, Phoebe has long been drawn to the versatility and elegance of bamboo, so she wove together her passion for sustainability and her knowledge of home textiles to create the world’s first CleanBamboo™ fabric. The result? A whole new category of revolutionary fabrics that are the perfect balance of comfort and sustainability.
Phoebe then teamed up with Los Angeles-based Kat Dey, a serial entrepreneur passionate about wellness and sustainable lifestyle, to take the brand global. Together, they imagined a world where more people could be pampered in luxuriously soft and healthy fabrics, all the while reducing our impact on the planet.
