Bamboo fabric for better sleep, and a more sustainable future
Conversation with Phoebe from ettitude
Hi friends 👋,
Happy Wednesday!
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In today’s edition:
🛌 The story of Phoebe Yu and her company, ettitude, which makes organic bamboo bedding, bath, and sleep essentials that are gentle on the skin and on our planet.
🌎 A quick read on how to contribute to a more sustainable future as a socially conscious consumer.
👀 Interesting new DTC brands we’ve discovered and will be spotlighting in the coming weeks.
Spotlight - Phoebe and ettitude
Our main story today is about Phoebe Yu, and her company ettitude, which makes organic bamboo bedding, bath and sleep essentials that are gentle on the skin and on our planet.
Aside from the fact that Phoebe and I share the same last name (not related!), what we love about ettitude is its 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.
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We’ll be doing a chat on Instagram Live tomorrow (September 17) at 1pm PT/4pm ET. Join us by visiting our Insta pages @storey.line or @ettitudestore!
Consumers’ guide to sustainability
“Sustainability” has become the word of the moment as we strive to reduce our carbon footprint or make meaningful purchases while minding our budgets.
Companies frequently talk about sustainable sourcing of products on their websites, and founders seriously consider their environmental impacts when creating companies. In fact, ettitude founder Phoebe Yu is passionate about the subject and shares her commitment to reducing climate impact.
But what does it actually mean? And what can we as consumers do to be more aware?
Our community lead, Sarah Walton, shares with us 4 tips:
Make items last longer;
Consider consignment;
Research behind the scenes;
Learn how brands fulfill their promises
We looked at companies like Poshmark, Outdoor Voices, Allbirds, and organizations like Global Labor Justice for some insights.
Passionate about sustainability and want to learn more? Stay tuned for more through StoreyLine, too, as our team learns more about the importance of monitoring environmental impact next week with the Sustainability Of podcast!
Brand hunt
Camila Limon: Latina-owned, handmade jewelry for women by women
Kahmune: True nude-color shoes designed in 10 skin tone shades
Newly Goods: Beautiful home goods from 100% recycled or repurposed materials
LapSnap: The world’s only shopping basket designed with and for wheelchair users
At StoreyLine, we curate and elevate innovative, mission-driven companies from diverse founders, through a unique, experiential marketplace both online and offline.
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