ettitude
The world's softest, most sustainable bedding, bath, and loungewear made with regenerative CleanBamboo™. Our innovative CleanBamboo™ fabric is Climate Neutral, non-toxic, softer than silk, more durable than cotton, and scientifically proven to improve sleep quality. A regenerative future starts at home.
Phoebe Yu is the CEO and Founder of ettitude. As an Asian-Australian female founder, Phoebe is proud
to lead a culturally diverse team. After emigrating from China to Australia and struggling to find
homewares that were both sustainable and comfortable at a reasonable price, Phoebe was inspired to
draw upon her decade-long career background in supply chain management, merchandising and logistics
to revolutionise the bedding industry. Her vision of sustainable comfort for less saw her bridge together
her entrepreneurial instincts, passion for the environment, and understanding of fabric technology. After
years of testing materials, weaving and dying techniques, Phoebe perfected and launched ettitude’s
innovative bamboo lyocell textile in 2014.
to lead a culturally diverse team. After emigrating from China to Australia and struggling to find
homewares that were both sustainable and comfortable at a reasonable price, Phoebe was inspired to
draw upon her decade-long career background in supply chain management, merchandising and logistics
to revolutionise the bedding industry. Her vision of sustainable comfort for less saw her bridge together
her entrepreneurial instincts, passion for the environment, and understanding of fabric technology. After
years of testing materials, weaving and dying techniques, Phoebe perfected and launched ettitude’s
innovative bamboo lyocell textile in 2014.