ettitude founder emphasizes the importance of quality rest, rituals, and products.
Though sleep occupies a good portion of our lives, many of us simply accept subpar sleeping standards. Only knowing terms such as “thread count” and “egyptian cotton,” the finer details of sleep etiquette is lost to us. That is where transparent brands such as ettitude elevate our expectations to ensure that if a night of sleep is ever lost again, it will be the fault of none other than our busy brains creating their “what-if” scenarios.
Phoebe Yu broke into the bedtime industry to elevate our sleeping habits. Troubled by her inability to find conscious eco-friendly bedding that didn’t also compromise on quality, Yu set out to create a better sleep experience. By harnessing and refining her unique staple tech, CleanBamboo™, Yu took ettitude’s offer of comfort and luxury to another level without ever compromising on conscious living. What she deems as good “eco-attitude” has now set the bar for all bedding, eco-friendly and non- alike.
Q
What was the catalyst “aha!” moment that drove you to launch ettitude?
A
While shopping for my new home after moving to Melbourne, Australia in 2012, I was disappointed with the bedding selection and struggled to find quality fabrics that were both environmentally friendly and affordable. I saw an opportunity within the bedding market to create sustainable comfort for less. After years of testing materials, weaving and dying techniques, and harnessing a decade of experience working in supply chain management and merchandising, I launched ettitude’s innovative CleanBamboo in 2014, creating one of the most sustainable textile materials of the 21st century. It opened up a whole new category of revolutionary fabrics that’s breathable, hypoallergenic and thermo-regulating, and 100% organic, vegan and cruelty free.
Q
How is ettitude unique in its take on a sustainable lifestyle?
A
ettitude offers a high-quality alternative to traditional homewares at an affordable price point, while ensuring minimal environmental impact of its operation. 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.
ettitude’s revolutionary CleanBamboo™ fabric is produced in a closed loop system that recycles and reuses water up to 200 times, recycling 98% of water in the process. 70% of the bamboo ettitude harvests is used to create fiber, and the remaining 30% is composted. Where it can, ettitude seeks out ways to minimize waste, such as utilizing fabric offcuts to create packaging for its products. From 2021 onwards, the brand plans to eliminate all virgin plastics from packaging.
In 2020 as part of the brand’s inaugural Impact Report, ettitude engaged third party research group Clean Agency to conduct a Life Cycle Assessment (LCA) comparing CleanBamboo to cotton. The report revealed that:
- Compared to a cotton sheet set, ettitude’s CleanBamboo sheet set uses 500x less water and creates 52% less carbon emissions.
- While a cotton sheet set creates 50kgs of carbon, ettitude’s CleanBamboo sheet set creates just 24kg.
In addition, ettitude’s innovative CleanBamboo fabric is breathable, hypoallergenic and thermo-regulating to support sleep wellness. ettitude’s signature CleanBamboo textile was found by SGS to be “significantly more cooling on the skin than cotton.” ettitude’s CleanBamboo is silky soft, offering many of the same beauty benefits to hair and skin as silk. ettitude’s smooth-textured bamboo lyocell pillowcases help to protect your skin from unwanted creases, and your hair from external stress and friction.
Q
Since launching ettitude, how has your sleep and relaxation routine been affected?
A
The importance of sleep is often a neglected component of our daily lives, especially for many entrepreneurs who work across several time zones. Since launching ettitude, my bedtime rituals and habits have become a focal point of my life. A good night’s sleep allows me to be the best version of myself in both my personal and professional life. Curling up each night into my silky soft CleanBamboo™ sheets make going to sleep all the more sweet. I started to sleep completely au naturel as the sheets are so soft and comfortable!
ettitude, $106
Signature Sateen Flat Sheet
Q
Describe your ideal night in.
A
My ideal night-in starts with a warm bath, relaxing music by Mozart (or something instrumental), aromatherapy from Saje, and finishes with a good book in bed. I’m currently reading Let My People Go Surfing, written by Yvon Chouinard. A bath always helps me sleep better as it relaxes the nerves and muscles and regulates your body temperature which sets you up for a good night’s rest. When I feel like I need a little extra zen, I’ll use the meditation app Insight Timer to really seal the deal.
Q
Tell us something about yourself that others wouldn’t expect.
A
I’ve recently become an avid sailor! During Covid, I decided to learn how to sail — it was something I always wanted to do but never seemed to have the time. Sailing has brought me closer to nature. Being out on the ocean can be completely meditative when the water is calm and then so utterly thrilling when the wind takes hold. I love watching the dolphins chase the boat.
Q
Which ettitude product is a cult classic?
A
Definitely our Signature Sateen Sheet Set and Duvet Cover. I even take them with me when I travel. My bedding does take up a lot of space in my suitcase, but it’s so worth it.
ettitude, $174
Signature Sateen Duvet Cover
