An innovative bedding and material brand Ettitude, which is an abbreviation of eco-attitude, have set a new standard for bedding material. The company have spoken about their commitment to revolutionising the textile industry, in particular with their use of alternative materials and processes for the making of bedding.

Phoebe Yu and Kat Dey are the co-founders of this company and they are the people who created the flagship product, CleanBamboo®. This product began the trend that the company has now become known for, which is being a strong example of an alternative, sustainable product. This symbol that the company has created for itself, is not only shown in the products, but also in the plan for the future which Ettitude has already mapped out. These plans include things such as a focus on education, an advocacy around textile sustainability and the continuing of their journey around fabric innovation. They also have plans to create opportunities for collaborations with luxury apparel brands, along with creating and expanding retail partnerships. This idea slots into their hope to encourage and increase the use of alternative, innovative and sustainable products.

The element of the business which sets this company apart from other brands which use bamboo, is the process that goes on around the use of bamboo, as well as the bamboo itself. Whilst other companies use caustic soda in production, Ettitude makes the bamboo fabrics without need for toxic chemicals. The CleanBamboo® materials are both non-toxic and certified by the OEKO-Tex standard, which is an organisation that has been set up to ensure that all products meet the highest safety standards for consumer use or consumption. On top of this, Ettitude’s particular use of certified organic bamboo and food-grade processing, places the fabrics manufactured by this forward-thinking company into a position where they are at a quality that dermatologists recommend as safe for sensitive skin.

Overall, the main feature that sets this company apart from other companies that utilise bamboo, is the fact that Ettitude do not involve harmful or toxic chemicals. In place of these chemicals, Ettitude uses the lyocell process, along with food-grade solvents and finally, a closed loop system. Applying these techniques results in a reduced use of energy and water, whilst also avoiding the use of harmful chemicals.

It has already become clear that Ettitude’s efforts are having an impact on the environment, as reports have shown that their eco-friendly manufacturing techniques have saved an estimated three million litres of water, plus seventy thousand acres of land have been saved, through creating and using sustainable material. Along with this, the company’s work has already eliminated over one thousand tons of carbon dioxide emissions, through the use of carbon offset programs. Ettitude also does other things to help the environment, such as not using virgin plastic to manufacture any of their products, instead they only use materials such as plant-based buttons and metal zippers. The company has also received recognition for the work they have done so far for the environment, in the form of a B Corp certification.

Director of Global Textile Development & Procurement at Moss, Elissa Decker, commented, “We are at a point in time when textiles are especially under the microscope. Consumers are becoming more mindful of impact and product lifecycles, and brands are in a dynamic position to make a difference by implementing better solutions within their textile supply chains.”