Phoebe Yu is the CEO and Founder of ettitude. While shopping for her own home after moving to Melbourne, Australia, Phoebe spotted an opportunity within the bedding market to create sustainable luxury for less. Her vision of revolutionising the bedding industry saw Phoebe bridge together her entrepreneurial instincts, passion for sustainability, and understanding of fabric technology. After years of testing materials, weaving and dying techniques, and harnessing a decade of experience working in supply chain management and merchandising, Phoebe perfected and launched ettitude’s innovative bamboo lyocell fabric in 2014. By 2018, ettitude expanded globally opening a Los Angeles office. In 2019 ettitude was named “International Conquerer”” by Online Retail Industry Awards in Sydney for demonstrating significant growth in international markets. In 2020, ettitude closed a $1.5m seed round and was named an Inc. 5000 fastest-growing private companies in America. Prior to ettitude, Phoebe had founded two international trading and sourcing companies in Asia.

What inspired you/your team to create this company?
Phoebe Yu is the CEO and Founder of ettitude. While shopping for her own home after moving to Melbourne, Australia, Phoebe spotted an opportunity within the bedding market to create sustainable comfort for less. Her vision of revolutionising the bedding industry saw Phoebe bridge together her entrepreneurial instincts, passion for sustainability, and understanding of fabric technology. After years of testing materials, weaving and dying techniques, and harnessing a decade of experience working in supply chain management and merchandising, Phoebe perfected and launched ettitude’s innovative CleanBamboo in 2014.

What distinguishes your company and product in the market?
While many companies offer bamboo bedding using toxic rayon or viscose technology, ettitude spent years refining and testing its signature textile to create an evolved and improved, new-generation bamboo fabric. This revolutionary CleanBamboo fabric is produced in a closed loop system that recycles and reuses water up to 200 times.