Bamboo for Brighter Days

Ettitude is changing the way we sleep, thanks to its inventive products made from the world’s first 100% organic bamboo lyocell fabric. We spoke with founder Phoebe Yu to learn more about the brand’s mission and the environmental impact of bamboo fabrics.

Phoebe shares, “Our vision is to reinvent traditional homewares for a healthy and sustainable lifestyle and use innovation to drive positive changes without sacrificing quality, comfort or aesthetics. To co-create a world where each of us—the customers, the communities, the planet, and people who work in the business can flourish.”

After working in supply chain management and merchandising for over a decade, Phoebe saw an opportunity to build a brand of her own and create something entirely new. With her knowledge and connections in the home textile space, she started testing prototypes for the world’s first bamboo lyocell fabric. Yu recalls, “It took a few years and many fails until we finally created the perfect combination of softness and durability, but now we have it.”

The brand’s mission was always ambitious—creating a new, highly-sustainable fabric from scratch that also may be the most comfortable sleeping material ever—but the years of experimentation truly paid off.

Yu spoke of the resulting fabric, “Our smooth-textured bamboo lyocell fabric helps to protect your skin from unwanted creases and your hair from external stress and friction. This innovative fabric is also proven to be less absorbent than other fibers such as cotton, meaning your moisturizing night cream lasts through the night, keeping your skin hydrated.” Of course, the incredible properties of bamboo fabric are just half the story. Yu continues, “Bamboo lyocell is one of the most sustainable textile materials of the 21st century. Producing it requires 1/10th as much water as conventional cotton.”

The brand’s mission was always ambitious—creating a new, highly-sustainable fabric from scratch that also may be the most comfortable sleeping material ever—but the years of experimentation truly paid off.

Yu spoke of the resulting fabric, “Our smooth-textured bamboo lyocell fabric helps to protect your skin from unwanted creases and your hair from external stress and friction. This innovative fabric is also proven to be less absorbent than other fibers such as cotton, meaning your moisturizing night cream lasts through the night, keeping your skin hydrated.” Of course, the incredible properties of bamboo fabric are just half the story. Yu continues, “Bamboo lyocell is one of the most sustainable textile materials of the 21st century. Producing it requires 1/10th as much water as conventional cotton.”

The sleep mask in your Spring CAUSEBOX is just as good for the planet as it is comfortable. And Ettitude’s commitment to impact extends beyond just sustainable products. Phoebe says, “We support One Girl because they empower girls through education. As a female entrepreneur I know I would not achieve my goals and dreams if I hadn’t been lucky enough to get a good education. Most of our team is female and we are passionate about projects that empower women around the world.” Ettitude also partners with environmental charity CO2 Neutral, Yu says, “Because it provides both customers and companies with a basic understanding of the CO2 neutrality concept. Sustainability is our brand’s core value, so we do whatever we can to promote a more sustainable world.” The first time you wear the sleep mask in your Spring Box, you won’t just get a better night’s sleep—you’ll also feel a renewed enthusiasm and optimism for a more sustainable future.

John is the managing editor at CAUSEBOX and a traveling writer who lives on the road with his dog, Hank.