We had the good fortune of connecting with Phoebe Yu and we’ve shared our conversation below.

Hi Phoebe, we’d love to hear more about how you thought about starting your own business?
Starting my own business, ettitude, stemmed from a combination of personal passion and a gap I saw in the market. My thought process revolved around several key factors:
Sustainability Mission: I was deeply concerned about the environmental impact of traditional textiles. I wanted to create products that were not only luxurious and high-quality but also sustainable and eco-friendly. This commitment to sustainability was a driving force behind ettitude. (ettitude means eco-attitude)
Innovation in Fabric Technology: I saw an opportunity to innovate in the fabric industry. Utilizing our patented CleanBamboo® fiber, a renewable and biodegradable material, I aimed to revolutionize the bedding market with something incredibly soft and breathable yet with a much lower environmental footprint.
Direct-to-Consumer Model: Launching ettitude as a direct-to-consumer brand allowed us to reduce barriers to entry and reach customers more effectively. This model also enabled us to gather direct feedback and iterate quickly on our products to meet consumer needs.
Personal Passion and Experience: My journey and professional background in textiles equipped me with the knowledge and drive to pursue this venture. It was a blend of my expertise and passion that ultimately led me to start ettitude.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
About Our Business
ettitude is a material innovation company and a home goods brand making the world’s healthiest, softest, and most sustainable fabrics with our patented CleanBamboo® fibers.
What Sets Us Apart
What sets ettitude apart is our unwavering commitment to sustainability and innovation. We are on a mission to create next-gen fabrics and products that reduce our impact and support your health and the health of the planet. We’re here to make a material difference in the home and textile industries for a regenerative future for all. Our fabrics are 100% toxins-free for a thriving, healthier way of life (for you, your family, and the earth). 
Our Proud Moments
We are most proud of the positive feedback from our customers and the numerous awards recognizing our commitment to sustainability. ettitude was named an Inc. 5000 fastest-growing private company in the US in 2020 and 2021 and became a B corporation in 2022 with a score of 102. Seeing our products make a real difference in people’s lives and the environment is incredibly rewarding.
The Journey
The journey to where we are today took a lot of work. We faced numerous challenges, from sourcing sustainable materials to educating consumers about the benefits of our products. However, each obstacle was an opportunity to innovate and improve. We overcame these challenges by staying true to our vision and constantly seeking better solutions.
Lessons Learned
One of the key lessons we’ve learned is the importance of resilience and adaptability. The market is constantly changing, and being able to pivot and adapt is crucial for success. Maintaining a clear and strong commitment to our core values has also been essential in building a loyal customer base.
Our Story
We want the world to know that ettitude is more than just a bedding company; we are a movement towards a more sustainable and comfortable lifestyle. Our journey is a testament to the power of innovation and perseverance. We hope to inspire others to make more conscious choices and to believe in the possibility of combining luxury with sustainability.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I am a museum lover, and Los Angeles has many excellent museums you can explore, such as the Broad, Getty, LACMA, Huntington Library, Hammer, and Moca. You can tour the Hollyhock House, designed by Frank Lloyd Wright, L.A.’s only UNESCO World Heritage Site at the Barnsdall Art Park. Then, have a picnic afterward on its lawn to watch the sunset. It has clear views of the Hollywood sign and Griffith Observatory. During summer, every Friday, there are wine tastings and food events that raise funds for the art park.
If you like hiking, I recommend hiking around Hollywood and Griffith Park. There are many interesting trails there, and you can even hike to the Hollywood sign. I also like hiking with rescue dogs at Runyon Canyon.
Of course, you can’t miss the beach scene in Los Angeles. Definitely spend some time at Venice Beach, Santa Monica Pier, and Malibu.

Who else deserves some credit and recognition?
my co-founder Kat Day!

Website: https://www.ettitude.com

Instagram: https://www.instagram.com/ettitudestore

Linkedin: https://www.linkedin.com/in/phoebeyu2008/

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