Our story
Softer sleep, from a better kind of bamboo fabric
Rooted in nature, refined in California.
Scroll to explore ↓
Science you can feel at night
Our Signature Sateen is cool to the touch, temperature regulating and breathable by design. We tested it with independent labs and a third-party sleep study.
More sleep a year
In a third-party sleep study by SleepSpace, participants gained 7.2 minutes of sleep per night, about 43 hours a year.
Higher next-day alertness
In a third-party sleep study by SleepSpace, people sleeping on ettitude sheets instead of their own cotton sheets reported 10% better sleep quality and 25% higher next-day alertness.
Faster moisture-wicking
24% faster moisture-wicking vs leading sateen sheets in third-party testing.
Rooted in NATURE
Refined in CALIFORNIA
We were born in Australia with a conviction that luxury and responsibility are not in opposition. They are, at their best, inseparable.
From the beginning, we set out to reimagine the everyday essentials we return to most: the bed, the bath, the home. Along the way we pioneered CleanBamboo®, our patented, closed-loop fabric technology that transforms regenerative bamboo into textiles of rare softness and enduring performance.
Now rooted in California, we carry that founding spirit into a place where innovation, wellness and intentional living naturally converge. From seed to stitch, every detail is traceable, considered and made to evolve with you. This is luxury reimagined, not for display, but for living.
Phoebe & Kat
Founder & CEO · Co-Founder & President
Gentle on skin
Our bedding is STANDARD 100 by OEKO-TEX® certified in Product Class I, its most stringent class. That means it has been independently tested against a list of over 1,000 harmful substances, so what touches your skin for eight hours a night is held to a higher standard.
Moisture-wicking
24% faster moisture-wicking vs leading sateen sheets in third-party testing. Against a leading bamboo viscose sateen, our Signature Sateen wicked 43% faster over 30 minutes, helping you stay dry and comfortable through the night.
Made to last
In third-party lab testing, our Signature Sateen scored a pilling grade of 4.5, compared with 4.0 for a leading bamboo viscose sateen and a leading eucalyptus lyocell sateen. Softness you can keep coming back to.
You spend about a third of your life asleep
That makes your sheets the thing you touch most, for the longest, every single day. We believe they should feel like a quiet luxury and support how well you rest: cool to the touch, temperature regulating and breathable by design, so your nights feel softer and your mornings feel better.
“ettitude is on a mission to create next-gen fabrics and products that reduce our impact and support your health and the health of the planet.”
Phoebe Yu, Founder & CEO
The fabric, explained
What is CleanBamboo®?
CleanBamboo® is ettitude's bamboo lyocell fabric. It is made from bamboo lyocell, not bamboo viscose (rayon). Lyocell is spun using NMMO, an organic solvent, instead of the carbon disulfide used to make viscose. US fiber labels read "lyocell made from bamboo".
Why the label matters: under the Textile Fiber Products Identification Act, which the FTC enforces, fabric made from bamboo through a chemical process has to be labeled by its real fiber, such as "rayon made from bamboo" or "lyocell made from bamboo". So when you shop for bamboo sheets, the fiber name on the label tells you how the fabric was made.
Bamboo lyocell (CleanBamboo®)
- Solvent
- NMMO, an organic solvent
- US fiber label
- "lyocell made from bamboo"
- In the lab (Signature Sateen)
- Cooler to the touch, faster wicking, better pilling resistance*
Bamboo viscose (rayon)
- Solvent
- Carbon disulfide
- US fiber label
- "rayon made from bamboo"
- In the lab
- The leading bamboo viscose sateen we were tested against*
*In third-party lab testing on unwashed fabric, our Signature Sateen was cooler to the touch, wicked moisture faster and resisted pilling better than a leading bamboo viscose sateen sheet and a leading eucalyptus lyocell sateen sheet: 13% and 7% higher Q-max cool-touch scores, 43% and 47% faster wicking over 30 minutes, and a pilling grade of 4.5 vs 4.0 for both.
It all starts with bamboo
CleanBamboo® fabric is made from plant cellulose, not plastic.
From bamboo to bedding, in a closed loop
CleanBamboo® fabric is made from plant cellulose, not plastic. Here is how bamboo becomes the sheets on your bed.
- Bamboo pulpBamboo is broken down into cellulose pulp, the raw material for the fiber.
- Spun as lyocellThe pulp is dissolved in NMMO, an organic solvent, and spun into lyocell fiber.
- Closed loopIn our closed-loop process, 98% of the water and organic solvent is recovered, separated back into clean water and solvent, and reused, up to 200 times.
- Woven and finishedThe fiber is woven into fabric and sewn into bedding and bath essentials.
Best Sheets
New York Post · Made It Here Awards 2026
- The Strategist“They feel like a cross between cotton and silk, somehow crispy-cool and soft at the same time.”
- Architectural Digest“The fabric is practically fluid and contours gently over my body.”
Proof, not promises
Certifications and commitments
STANDARD 100 by OEKO-TEX®
STANDARD 100 by OEKO-TEX®, SH025 285270 TESTEX. Product Class I, its most stringent class: independently tested against a list of over 1,000 harmful substances. www.oeko-tex.com/standard100. Applies to our duvet covers, flat sheets, fitted sheets, pillowcases, travel sheets, eye masks, eye pillowcases and crib fitted sheets.
Certified B Corp
Certified B Corp since 2022. Recertified in Aug 2024 with a score of 123.3, up from 102 at first certification. The highest B Corp score of any bedding brand in US & Australia.*
California textile recovery
ettitude is a registered producer under California's Responsible Textile Recovery Act of 2024 (SB 707), through Landbell USA, the producer responsibility organization approved by CalRecycle.
*As of October 2026. Source: B Lab directory.
About ettitude: FAQ
What is ettitude?
ettitude is a bedding and home brand founded in Melbourne, Australia in 2014 by Phoebe Yu and launched in the US in 2017. It makes bedding and bath essentials from CleanBamboo® lyocell, produced using a patented process in a closed-loop system that recovers 98% of the water and organic solvent for reuse.
Who founded ettitude?
ettitude was founded in Melbourne, Australia in 2014 by Phoebe Yu. It is led by Phoebe Yu, Founder & CEO, and Kat Dey, Co-Founder & President. ettitude is Asian-founded, women-led and woman-owned.
Is CleanBamboo® the same as bamboo viscose?
No. CleanBamboo® is made from bamboo lyocell, not bamboo viscose (rayon). Lyocell is spun using NMMO, an organic solvent, instead of the carbon disulfide used to make viscose. US fiber labels read 'lyocell made from bamboo'.
Is ettitude a certified B Corp?
Yes. ettitude has been a Certified B Corp since 2022. It was recertified in Aug 2024 with a score of 123.3, up from 102 at first certification.
Where can I buy ettitude?
ettitude is available at ettitude.com and online at Nordstrom, Bloomingdale's and Revolve, as well as Costco.com.
Can I try ettitude sheets at home?
Yes. ettitude bedding comes with a 100-night sleep trial, sale purchases included. Final-sale items and non-bedding products are excluded.