The idea for Ettitude struck Phoebe Yu while she was shopping for her new home in Melbourne. Her dream bedding – as soft as silk, as sustainable as hemp, as breathable as linen, but at the price of cotton – did not exist. As a Chinese-Australian, Phoebe has long been drawn to the versatility and elegance of bamboo, so she wove together her passion for sustainability and her knowledge of home textiles to create the world's first CleanBamboo™ fabric. Phoebe then teamed up with Los Angeles-based Kat Dey, a serial entrepreneur passionate about wellness and sustainable lifestyle, to take the brand global.