Founders: Phoebe Yu and Kat Dey
Before founding Ettitude, Phoebe worked with large retailers producing home goods and was disappointed that many prioritized production costs over quality and sustainability. Then, while shopping for her home, Phoebe was frustrated by the available options for sheets. They seemed to either be low quality, or high quality, sustainable, and outrageously priced. She decided to build her own brand that provided comfortable, earth-friendly, and affordable bedding and developed the world's first bamboo lyocell fabric. Phoebe launched the company in Australia, but soon started seeing sales coming from North America, so she decided to partner with Kat to help grow the company in the US and globally.
Ettitude is a DTC brand that sells modern bedding, bath, and sleep products made from the world's first CleanBamboo™ fabric. The company's innovative fabrics are produced using 100% organic bamboo and are softer, cooler, and more sustainable than cotton.
"The biggest 'failure' would be that you never tried. I had a dream, I pursued it, and I totally enjoyed the process. Other so-called ‘failures’ are temporary, and just lessons to be learned so you can be better next time." - Phoebe
Sources: Thrive Global, Ettitude website