Bamboo Fabric For Better Sleep & A More Sustainable Future
Aside from the fact that Phoebe and I share the same last name (not related!), what we love about ettitude is it’s special bamboo-based fabric and its commitment to a sustainable future and conscious living. It’s innovating in an industry that had been stagnant and largely overlooked.
Phoebe, take us from here*.
Why I started ettitude
When I was buying bedding from department stores, I found the selection to be confusing: They were all packed in plastic bags, there was little product differentiation, yet the prices varied so much. Why is that?
I had moved to Australia from China at that time, and was getting exposed to the concept of sustainable living. I knew the homeware textile industry very well, and I knew that I could create a different kind of fabric and introduce it to the world.
How we are different
We created our own bamboo fabric - bamboo is the most resource-efficient plant on the planet.
We crush the bamboo into a pulp, then dissolve it into a fine fiber using a non-toxic, closed-loop system, saving 98% of the water. The fiber is then spun into yarn and woven into a silk-like fabric that gets softer with every wash.
We have different fabric for different scenarios, such as if you feel too hot or cold when you sleep, or when you don’t want to do laundry very often.
How we are committed to our planet
We’ve engaged an independent agency to assess our water usage, climate impact, diversity and inclusion, and we are applying to be a B-corp.
We care about the small details that could have big impacts. For example, we utilize every extra inch of our 100% biodegradable fabric to create the reusable drawstring bags that carry our sheets, and we use RPET material made from recycled water bottles to create the filling for our eye masks.
***Answers adapted and condensed from a conversation with Phoebe.