In 2014, Phoebe Yu founded ettitude to solve the textile industry's pollution problem through CleanBamboo®—the world's first toxin-free bamboo fabric. Joined by co-founder Kat Dey in 2018, they built a certified B Corporation creating luxury bedding that saves 99% of water and reduces CO2 emissions by 38% compared to cotton, proving that environmental responsibility and premium quality can coexist.
