Our 2024 Impact
introduction
This year, we moved a portion of our manufacturing to Peru to be closer to our largest market in the U.S., reducing lead times and improving responsiveness. Across the business, we leaned into efficiency — streamlining demand planning and purchasing, optimizing marketing resources and channels, and refining our assortment strategy to reduce SKU count by 10%.
The mark of true craftsmanship lies in both creation and origin.
Intentionally Crafted for Lasting Luxury
To meet nearshore demand with elevated agility and purpose, we introduced our Luxe CleanBamboo® Sateen+ line—intentionally woven in an industrial facility in Peru that blends modern efficiency with a legacy of textile excellence. While produced at scale, each fabric reflects a commitment to lasting luxury through thoughtful design, precise execution, and deep respect for craftsmanship. This approach allows us to deliver high-quality, enduring textiles while honoring the region’s heritage and ensuring responsible production. It’s a refined balance of innovation, intention, and impact—where industrial capability meets elevated standards of care.
Our Four Pillars
CONSCIOUS SOURCING
We carefully select materials and optimize our supply chain to minimize environmental impact, from planting the first seed to product creation.
REGENERATIVE RESPONSIBILITY
We give our products a second life through repair, resale, and ensuring non-repairable items are responsibly recycled, upholding our commitment to a circular economy.
NURTURING GROWTH
Though our team is small, we are spread across the globe, prioritizing health and well-being in every decision we make, fostering an environment of growth and collaboration.
ROOTED IN PARTNERSHIP – OUR GLOBAL MAKERS
We collaborate with a trusted network of manufacturers who uphold shared standards of accountability, supported by third-party certifications and transparent compliance documentation.
Conscious Sourcing (Pre-Consumer Impact)
We worked closely with our manufacturing partners to elevate the quality and durability of our products, reducing the need for replacements and extending product life. By streamlining our assortment and improving SKU management, we enhanced operational efficiency while minimizing excess. We also implemented more quantifiable metrics to track product quality and returns, helping us identify and reduce avoidable waste at the source.
Regenerative Responsibility (Post-Consumer Impact)
Through our Re:New program, all trade-ins and returned products that have been opened or used are routed through our repair and resale model. This approach keeps products in circulation longer, reduces landfill waste, and supports a more circular system of consumption. Since launching the program in 2023, we’ve successfully diverted 4,950.47 lbs from landfill.
Nurturing Growth (Internal Community)
Our small but global team spans California, Argentina, Canada, and the Philippines, united by a shared commitment to health, wellness, and purpose. We integrate well-being into our weekly meetings, creating space to reflect, connect, and support one another in showing up as our best selves. Beyond our work, we volunteer time to support mission-driven companies in their impact initiatives, reinforcing our belief that growth is most meaningful when it's shared.
Rooted in Partnership – Our Global Makers
We worked closely with our manufacturing partners to elevate the quality and durability of our products, reducing the need for replacements and extending product life. By streamlining our assortment and improving SKU management, we enhanced operational efficiency while minimizing excess. We also implemented more quantifiable metrics to track product quality and returns, helping us identify and reduce avoidable waste at the source.
We measure our impact annually by collecting primary data directly from our manufacturing partners, ensuring accuracy at the source. This data is then evaluated using trusted tools like Change Climate Label, Textile Exchange benchmarking, and B Corp assessments to quantify our environmental footprint and guide continuous improvement.
In 2024, we achieved a 55% year-over-year reduction in CO₂ emissions by narrowing our assortment and aligning production more closely with actual demand, significantly minimizing overproduction and waste.
PLNTmatter Updates
CleanBamboo® Featured at Heimtextil’s Innovation Hub
We were honored to present our CleanBamboo® fiber technology at the Heimtextil Trend Space, where we were selected as a featured innovator in the Plant-Based Materials category. Heimtextil, held annually in Frankfurt, Germany, is the world’s largest international trade fair for textiles, attracting over 40,000 industry professionals and showcasing innovations from more than 2,400 exhibitors across 60+ countries. Being invited to participate in this curated exhibition—focused on the future of sustainable design—was a significant recognition of our leadership in low-impact, plant-based innovation. With hundreds of global material innovators considered, this opportunity reflected both the uniqueness of our CleanBamboo® technology and its growing relevance in shaping the next generation of responsible textiles.
Redefining Materials at Texworld with MII
At Texworld in both New York and Los Angeles, we joined the Trend Innovation Hub hosted by the Material Innovation Initiative (MII) to showcase our latest material breakthroughs. We introduced NOTelastic™, NOTdown™, and NOTcashmere™ — plant-based alternatives to synthetic elastics, down fill, and traditional cashmere — alongside handwoven home goods swatches. This platform allowed us to share our vision for next-gen textiles with a wider network of industry leaders actively seeking responsible and regenerative solutions.
Thought leadership: ettitude
Impressions across earned media
The word of CleanBamboo® is spreading— one impression at a time.
Advocating for Change
Kat championed CleanBamboo® directly to Amazon executives—leading to a policy shift that now allows us to sell our innovative material on their platform.
Press Features
From top-tier publications to niche outlets, our story is resonating far and wide—proof that CleanBamboo® is sparking conversation across the industry.
Celebrity Approved
Our products caught the attention of Hilary Duff, Mandy Moore, and more—organic love from tastemakers who value comfort, quality, and effortless luxury.
Amplifying Impact
Phoebe joined Davines and other mission-driven leaders at a B Corp event, sharing ettitude’s sustainability journey and helping bridge conversations across aligned communities.
Thought leadership: PLNTmatter
In Conversation with The Clean Agency
We were invited on the Clean Agency podcast to spotlight our journey with CleanBamboo®—from concept to climate-conscious innovation.
CleanBamboo® on Tocco Earth
Our patented fabric innovation is now featured on Tocco Earth—bringing a new standard of conscious comfort to the platform’s global audience.
Recognized by Plastic Free for Material Innovation
Recognized by Plastic Free, our commitment to low-impact, toxin-free materials is getting noticed by the sustainability community and beyond.
Our Challenges
OCS ORGANIC CERTIFICATION
One of our challenges this year was achieving our OCS organic certification. While we covered the cost for our factory to be certified at the fiber level, it was not possible for us to certify all the way to the finished product. As a small company, we lack the leverage to have our spinning and weaving mills absorb the additional expenses of certification further down the supply chain. While many brands source widely adopted organic cotton from thousands of mills, we work with our own specialized CleanBamboo® fiber technology, which makes certification more complex and costly. Despite this, we remain committed to ensuring the integrity of our materials and will continue working toward expanding our certification efforts in the future.
RESPONSIBLE INVENTORY SOLUTIONS
This year, we faced the challenge of excess inventory due to unexpected global economic shifts and changes in consumer demand. Rather than resorting to wasteful practices, we leaned into responsible solutions — moving inventory through our archive sales and our Re:New program, which gives returned and gently used products a second life. We also made the strategic decision to exit the apparel category, which requires more complex inventory management and carries greater volatility due to sizing variability. Refocusing on our core home goods allowed us to streamline operations and deepen our impact where we know we can do it best.
FINDING BALANCE BETWEEN INVENTORY AND DEMAND
As a lean team focused on improving inventory efficiency, one of our challenges this year was unexpected stockouts in trend-driven colors that resonated most with our audience. While our intention was to reduce excess, this created missed opportunities in key marketing moments and led to lost sales potential. In response, we refined our demand planning approach—introducing new levers that help us maintain better availability of high-performing colors without tipping into overproduction. It’s a balance we continue to fine-tune as we grow thoughtfully and responsibly.
