Phoebe Yu is the CEO and Founder of ettitude, the purpose-driven lifestyle brand with a vision for a better way of living, offering sustainably made organic bedding and accessories all made from the world’s first CleanBamboo™ fabric. While shopping for her own home, Phoebe struggled to find high quality, comfortable bedding that was both affordable and eco-friendly. Combining her passion for sustainability + wellness with her 10 years of experience in textiles, Phoebe saw an opportunity to revolutionize the bedding industry using fabric technology. After years of testing materials, weaving and dying techniques, Phoebe perfected and launched ettitude’s innovative bamboo lyocell fabric in 2014. By 2018, ettitude expanded globally, opening a Los Angeles office where she currently resides. Phoebe believes healthy sleep should be accessible, after all, we do spend 1/3 of our life in bed.