Comfort Meets Sustainability
Who They Are
When Phoebe Yu was shopping for her home in Australia, she was greatly disappointed at the fact that she couldn’t find any sustainable fabrics that were soft and affordable! She went to store after store, but still found nothing that suited her needs and sustainable values. Noticing this gap in the market, Phoebe came up with the world’s first CleanBamboo fabric! She combined her knowledge of textiles with her cultural insight into the versatility of bamboo to create a revolutionary sustainable bamboo fabric that’s breathable, cool, and super soft to the touch! To help launch Ettitude, Phoebe teamed up with a fellow female entrepreneur named Kat Dey who’s also dedicated to sustainable products.
Phoebe and Kat knew that bamboo was the perfect material to utilize as it’s one of the most resource efficient plants on Earth! This is because bamboo requires relatively little water to grow, grows very fast, and requires less land to thrive. It’s truly a miracle plant; and if you can believe it, the process of turning bamboo into lyocell fabric is even more magical! The process begins with crushing the 100% organic bamboo into a pulp. This pulp is then dissolved in a non-toxic solvent that leaves the bamboo fibers intact. By using a closed-loop manufacturing system, Ettitude manufacturers are able to recollect 98% of the water used! Finally, these smooth, delicate fibers are woven into a yarn, and the yarn is then woven into sheets, pajamas, towels, and more!