Undercover with Ettitude

Get consciously comfortable, morning to night with ettitude's range of sleepwear and sleep accessories.

Designed with an eco-attitude in Melbourne and Los Angeles, ettitude’s range of sustainable luxury sleepwear and accessories are soft on your skin and gentle on the planet. Made from the world’s first Clean Bamboo TM fabric which is 100% organic, cruelty free, hypoallergenic and thermo regulating, working to support your sleep wellness. Natalia Pchelina, Business Development Manager of ettitude in Melbourne, provides us with an insight into how ettitude behan, their commitment to conscious living and their signature fabric.

Could you please provide us with an insight into how ettitude began and how you got started within the industry?

The idea for ettitude struck our founder, 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. The result? A whole new category of revolutionary fabrics that are the perfect balance of comfort and sustainability applied to our sustainably-made bedding, sleepwear, bathware and sleep accessories range.


How did you come up with the name 'ettitude'?

ettitude comes from eco-attitude - our brand ethos of living mindfully to create and sustain a more comfortable existence for all, weaving sustainability into every fiber of our eco-innovative fabric and guiding every decision we make.

You're changing the bedding and sleepwear world one sleep at a time, could you please explain the importance of sustainable materials and methods in your business?

We believe that comfort and quality should not be compromised by a commitment to conscious living. Because the earth is our greatest caretaker, we invest in sustainably sourced materials and methods, so the entire lifecycle of our products reflects the renewable patterns of nature. It all starts with our breakthrough bamboo lyocell fabric: CleanBamboo™.

All of our fabrics are crafted from 100% organic bamboo, the most resource-efficient plant on earth. Our proprietary manufacturing process is designed to save energy and water, resulting in a fabric that has a silk-like texture and only gets softer with every wash. We reject the use of any toxic chemicals.

Our CleanBamboo™ is sourced from FSC-certified sustainable forests, and we make every conceivable effort to use recycled materials, keep packaging minimal and reduce our carbon footprint. We utilize every extra inch of our 100% biodegradable fabric to create the drawstring bags that carry our bedding items. We package our bath products in RPET material made from recycled water bottles, and use this same recycled material to create the luxurious filling for our eye masks. And all of our packaging is designed to be resealed, which means it can be reused, reducing waste in the process.



Being comfortable starts the moment you wake up, to the moment you fall asleep. What makes the CleanBamboo™ fabric you use for all of your ranges so comfortable?

CleanBamboo™ is our signature fabric. Made from 100% organic bamboo—the most resource-efficient plant on the planet—this material is silky-soft, cooling and sustainable. CleanBamboo™ is breathable, hypoallergenic, moisture-wicking and thermo-regulating to support sleep wellness.