The idea for Ettitude struck Phoebe Yu while she was shopping for her new home in Melbourne. Her dream bedding did not exist. As a Chinese-Australian, Phoebe has long been drawn to the versatility and elegance of bamboo and used 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.