Ettitude

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Overview

Date Established	01/2014
Founder	Phoebe Yu
Industries	Home E-commerce & Retail Lifestyle
Website	https://www.ettitude.com/
Press Contact	Emma Grace Moon
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About

Ettitude (meaning eco-attitude) is a purpose-driven lifestyle brand that is leading the charge in material innovation. Committed to revolutionizing the textile industry, Ettitude pioneers the world’s first proprietary CleanBamboo® fabric. Unlike traditional bamboo fabrics, CleanBamboo® is produced without toxic chemicals, setting a new standard for eco-friendly textiles. Certified by the OEKO-Tex standard, their fabrics are safe for consumers and dermatologist-recommended for sensitive skin.

Founding Story

Phoebe Yu and Kat Dey are the co-founders of ettitude, an award-winning next-gen materials company innovating eco-textiles to fight climate change.

While running two global textile companies, Phoebe Yu realized that textiles is the #2 most polluting industry in the world, and contributes 10% of global CO2 emissions. With her vision of revolutionizing the textile industry, she spent years on research & development, testing materials, weaving and dying techniques to finally perfect and launch ettitude's innovative CleanBamboo® fabric in 2014. The CleanBamboo lyocell fiber manufacturing process is a clean alternative to the chemical- and resource-intensive viscose, cotton, silk and cashmere.

Phoebe applied this new technology to the home goods market and launched ettitude’s signature bedding line made with CleanBamboo®.

Kat Dey, a serial entrepreneur and executive, named one of “35 People to Watch”, met Phoebe online. Prior to ettitude, Dey had a decade of experience scaling mission-driven brands and was on the hunt for “the next big thing”. After sleeping on ettitude sheets and “having the best sleep of her life”, Kat decided to join ettitude as cofounder in 2018 to help scale the company.

The brand grew, and customers asked for more products made from ettitude’s patented non-toxic, buttery soft, breathable and moisture-wicking fabrics. ettitude expanded its fabrics to then design and manufacture CleanBamboo towels, vegan cashmere-alternative throw blankets, apparel and accessories. In 2023, the company expanded its mission to also sell its sustainable fabrics to large multinational apparel brands to help these companies reduce their carbon footprint.

ettitude was named an Inc. 5000 fastest-growing private company in America in both 2020 & 2021, and won the prestigious Real Leaders 2022 Impact Awards (alongside Tesla and Patagonia) and was listed #22 in the 2022 MO Summit's Impact List.

ettitude is a certified B Corp, Climate Neutral, and member of 1% For The Planet.