The Bedding That Gets Better With Every Wash
Phoebe Yu and Kat Dey created bamboo bedding that's softer than silk, completely chemical-free, and actually improves over time—proving luxury doesn't have to harm the planet.
What if the softest sheets you've ever slept on were also the best thing you could do for the planet?
Phoebe Yu and Kat Dey asked this question from their studios in Los Angeles and Melbourne, and their answer changed everything we thought we knew about luxury bedding. Their company, ettitude, makes bamboo sheets that feel like silk, naturally keep you cool, and get softer every time you wash them—all without using a single toxic chemical.
A Simple Problem, A Revolutionary Solution
Phoebe's story started with a problem we've all had: she couldn't find bedding that was both comfortable and good for the environment. Working in the textile industry, she knew a dirty secret—making beautiful fabrics usually means polluting the planet.
"I moved to Australia and was looking for sustainable bedding for my home," Phoebe explains. "Everything soft used harsh chemicals. Everything eco-friendly felt rough. I thought there had to be a better way."
That better way turned out to be bamboo—but not the way anyone else was using it.
Most bamboo fabric is made with toxic chemicals. Phoebe spent years figuring out how to make bamboo fabric without any of them. Her breakthrough was a clean process that uses only safe materials and recycles almost all the water. The result? Fabric that's actually 51% stronger than regular bamboo cloth but feels softer than silk.
Two Minds, One Mission
Innovation without the right partner often stays just an idea. In 2018, Phoebe met Kat Dey, an entrepreneur who had built several successful companies. Kat tried sleeping on Phoebe's bamboo sheets for one night.
"It was the best sleep of my life," Kat remembers. "But more than that, I realized this could change how everyone thinks about bedding."
Together, they built something bigger than a bedding company. ettitude became a certified B Corporation, which means they committed to being good for people and the planet, not just profits. Their philosophy is simple: live thoughtfully so everyone can live comfortably.
The Magic of Clean Bamboo
The secret to ettitude's success lies in how they work with bamboo. This amazing plant grows incredibly fast, doesn't need replanting, and requires no pesticides or extra water. But most companies ruin bamboo's potential by processing it with harsh chemicals.
ettitude's CleanBamboo® process is different. They use only safe, organic materials and recycle 99% of their water. Compared to cotton, their process saves 99% more water and creates 38% less pollution.
The results speak for themselves: sheets that naturally resist bacteria, keep you cool when it's hot, and actually get softer with age. While most luxury bedding wears out over time, CleanBamboo® sheets improve. They can last over 15 years while getting more comfortable with every wash.
The fabric does things cotton and traditional bamboo can't. It wicks away moisture while you sleep, naturally fights germs, and regulates temperature so you don't wake up too hot or cold. And unlike silk that can trap heat, CleanBamboo® lets your body breathe.
Redefining What Luxury Means
ettitude's collection proves that luxury doesn't have to cost the earth. Their sheets, pillowcases, and duvet covers all share the same simple promise: better sleep that's better for the planet.
This isn't about giving up comfort for good conscience. CleanBamboo® performs better than traditional materials. It keeps you more comfortable, stays cleaner longer, and lasts for decades. These sheets can become family heirlooms—pieces that your kids will want to inherit.
From their studios in Los Angeles and Melbourne, Phoebe and Kat continue perfecting their craft. They work with people who understand that real luxury means not having to choose between what's good for you and what's good for the world.
Changing an Entire Industry
As ettitude grows, Phoebe and Kat stay focused on their original mission: proving that we don't need to harm the planet to sleep well. Their success is inspiring other companies to find cleaner ways to make textiles.
"We don't believe you should have to choose between comfort and doing the right thing," they explain. "Our bamboo gives you luxury that actually helps heal the earth."
The impact goes beyond bedding. By showing that chemical-free, sustainable materials can outperform traditional ones, ettitude is helping transform an entire industry. Other makers are paying attention, and customers are demanding better.
In a world full of complicated solutions, Phoebe Yu and Kat Dey found a beautifully simple one. Their CleanBamboo® technology proves that the best innovations often start with basic questions: What if we could make this better? What if we didn't have to compromise?
The story of ettitude shows us what's possible when smart people refuse to accept that luxury must come at nature's expense. In their hands, a simple grass becomes something extraordinary—bedding so well-made and thoughtfully created that sleeping on it feels like taking care of both yourself and the planet.
Why We Choose to Work with ettitude
At Element Made, we partner with makers who prove that innovation and integrity can create something truly transformative. ettitude represents everything we look for: authentic innovation driven by purpose, thoughtful craftsmanship that heals rather than harms, and complete transparency about their process.
As a certified B Corporation, Phoebe and Kat have legally committed to balancing people, planet, and profit. Their "eco-attitude" philosophy aligns perfectly with our community of conscious curators who understand that the story behind a product matters as much as the product itself. When you choose ettitude, you're supporting makers who've proven that luxury and responsibility aren't just compatible—they're inseparable.
Experience the revolutionary comfort of CleanBamboo® and learn more about Ettitude's clean innovation on their dedicated maker page at Element Made.
