Australian brand ettitude creates comfortable and sustainable bedding, sleepwear and accessories, with a focus on good quality at an affordable price. We got chatting with CEO of ettitude, Phoebe Yu as well as Jess Pang, ettitude’s Head of Marketing and PR to find out a little bit more about the brand and why our next bedding purchase should be from ettitude.
Why did you create ettitude?
Phoebe: The idea for ettitude hit me when I was shopping for bedding for my first home in Melbourne. I was in shopping centres for hours hunting for the perfect sheets and was very frustrated by the fact that the affordable linen was of very low quality, while the more comfortable options were outrageously overpriced.
The solution to my frustration? To build a business from scratch offering luxury and ethical bedding essentials at an accessible price. To sell online directly to consumers to bypass the bloated supply chain, and expensive designer licensing fees that were passed on by traditional retailers.
Why did you choose to make your bedding from 100% organic bamboo lyocell fabric?
Jess: Since we spend one third of our lives in bed, we want to perfect bedding by using innovative, multi-functional and healthy fabrics. The main reason we use 100% organic bamboo lyocell is that it is one of the most sustainable resources and no one has done it before!
Traditional lyocell is made from wood pulp – while ours is made from organic bamboo – which is a self-regenerating, renewable crop that requires minimal water (less than 1/10 of the water that cotton needs), labour and zero pesticides and herbicides to grow. Lyocell is fabricated in a closed-loop system of which the water is recycled and reused for up to 200 times.
100% organic bamboo lyocell has a very unique feathery soft and silky smooth texture, it is also known as the vegan silk as it’s purely plant based. Most bamboo bedding available on the market is made with bamboo rayon/viscose or bamboo & cotton blend, whereas ours is 100% Organic Bamboo Lyocell.
Tell us about the direct-to-consumer approach and how you avoid the middleman.
Jess: We want to simplify the traditional retail model and cut the middleman. By working directly with our suppliers, designing in-house and selling directly to consumers online, we are able to remove retail markups and eliminate brick-and-mortar expenses so that we can pass these savings onto our consumers by offering accessible prices.
How is ettitude ethical and sustainable?
Jess: Sustainability is at the core of everything we do, and we are careful about who we get into bed with. We make sure all our suppliers are committed to working to the highest ethical standard, guaranteeing fair wages and a comfortable working environment for employees.
All our products are made sustainably and ethically with organic materials. Our bamboo is 100% from FSC-certified forests, as we don’t tolerate any exploitation of resources under our brand. We also are in close relationships with our manufacturing partner to make sure all our products are ethically made, [and] our manufacturing partner is certified by Worldwide Responsible Accredited Production (WRAP).
For our smart packaging, we reuse fabric cut-offs and sew them into bags for packaging. The result is a reusable drawstring bag you can take to the gym, carry your delicates when traveling, and store your clean bedding. Our packaging bags are made with 100% biodegradable material and can be safely put into the recycle bin.
Fun fact: Did you know ettitude sheets are 100% biodegradable too?
What made you branch out into sleepwear?
Jess: [We were] motivated by countless customers’ comments saying: “I wish I can wear my ettitude sheets”, “I want to be wrapped in these sheets all day”, “it creates a wonderful feeling when I get into bed, I wish bedtime never ends”. Ettitude finally decided to fulfil customers’ dream of staying wrapped in bamboo fabric all day by making pyjamas with our signature Bamboo Lyocell bedding material.
You’ve partnered with One Girl, a charity that empowers girls through education, how are you helping the cause?
Jess: We make a donation to One Girl every month to help them on various education projects in Africa.
What’s next for ettitude?
Jess: We are looking to take over bathrooms and introduce products that can offer a more holistic #sleepwithettitude experience. We’ve also got a few new fabrics in development that we can’t wait to share with you!