ettitude // Phoebe Yu + Kat Dey

ettitude is a purpose-driven lifestyle brand with a vision for a better way of living. Founded by Phoebe Yu in 2014, ettitude operates across the United States and Australia with worldwide shipping. Offering sustainably-made bedding, sleepwear, bathware and accessories all made from the world’s first CleanBamboo™ fabric, ettitude believes in empowering us to live with eco-attitude and is driven to improve the comfort of all living things. Not to mention, their sheets are truly some of the most comfortable and soft we’ve ever experienced.

Organic, vegan and 100% cruelty free, ettitude’s products are designed and made with care and consideration to ensure the best for you as well as the environment. The brand’s signature, innovative CleanBamboo™ fabric is breathable, hypoallergenic and thermo-regulating to support sleep wellness. Infused with eco-friendly and naturally antimicrobial bamboo charcoal, our CleanBamboo™ Charcoal fabrics are proven to reduce bacteria by 99.9%.

Weaving together sustainability and innovation, ettitude is founded on the belief that lifestyle essentials should be good for you as well as good for the planet, offering unparalleled comfort at an affordable price point. We love this mission to offer a more sustainable, high-quality alternative to traditional homewares options. ettitude does this through a direct-to-consumer website that allows savings to be passed on to the customer, while ensuring minimal environmental impact of its operation. 

Phoebe Yu is the CEO and Founder of ettitude. While shopping for her own home after moving to Melbourne, Australia, Phoebe spotted an opportunity within the bedding market to create sustainable comfort for less. Her vision of revolutionizing the bedding industry saw Phoebe bridge together her entrepreneurial instincts, passion for sustainability, and understanding of fabric technology. After years of testing materials, weaving and dying techniques, and harnessing a decade of experience working in supply chain management and merchandising, Phoebe perfected and launched ettitude’s innovative CleanBamboo™ in 2014. By 2018, ettitude expanded globally opening a Los Angeles office. In 2019 ettitude was named “International Conquerer" by Online Retail Industry Awards in Sydney for demonstrating significant growth in international markets. Prior to this company, Phoebe had founded two international trading and sourcing companies in Asia. Kat Dey is the Co-Founder and President of ettitude. Having fallen in love with ettitude's products and mission, Kat joined ettitude in early 2018 to help expand the company globally. Prior to ettitude, Kat had a decade of experience scaling mission-driven brands.

To show their support for the environment, they are increasing their contribution to 5% for the Planet on all CleanBamboo™ lyocell bedding sales this Earth Day. Also, by choosing ettitude's CleanBamboo sheet set over cotton sheets means you'll be saving the environment 3,031 gal. of water. We adore this GLOWY brand.

 ettitude // www.ettitude.com

how they glow
questionnaire

Phoebe Yu + Kat Dey

NAME:

Phoebe Yu and Kat Dey

NICKNAME:

P&K

PROFESSION:

co-founders of ettitude

WHERE DID YOU GROW UP?

Phoebe: Shanghai, China
Kat: Izhevsk, Russia

WHERE DO YOU LIVE?

P&K: Los Angeles

WHEN YOU’RE EATING HEALTHY, WHAT IS A TYPICAL…

BREAKFAST: K: oatmeal with honey and fruit // P: I do intermittent fasting and don’t eat breakfast
LUNCH: K: carrot ginger soup & multigrain bread with seeds & nuts // P: Italian veggie minestrone soup
DINNER: К: roasted branzino with lemon and rosemary, roasted veggies, vegetable salad with hemp hearts. // P: Veggie curry with chickpeas
SNACK: K: fruits, chia seed pudding, hummus and veggies, or PB&J sandwich. // P: Yogurt, fresh homemade guacamole or hummus dip.

WHAT ARE YOUR FAVORITE SPOTS/RESTAURANTS TO EAT HEALTHY?

K: Butcher’s Daughter, Gjusta (the bread!), ByChloe, Erewhon, Follow Your Heart, Green Cottage
P: Gracias Madre, Crossroads Kitchen, Cafe Gratitude

WHAT IS YOUR FAVORITE INDULGENCE?

K: Home-made ice cream, sorbet or jam
P: Home, husband-made cocktails

WHAT ARE YOUR FAVORITE SPOTS/RESTAURANTS TO INDULGE?

K: Malibu Farm Pier Cafe (for the view, their broccoli /potato mash and their desserts)
P: E.P. & L.P. (Australian fusion food and great cocktails)

WHAT WOULD BE YOUR LAST MEAL ON EARTH?

K: mashed potatoes 
P: spicy noodle soup

WHAT IS THE BEST DISH YOU COOK/ YOUR FAVORITE RECIPE?

K: home-made hummus & veggies, and spanakopita from Trader Joe’s (just put it in the oven and voila!) 

WHERE DO YOU GROCERY SHOP?

K: Sprouts (I enjoy their package-free bulk foods), WholeFoods/Amazon, Erewhon (for their $12 per pint but oh-so-perfect organic strawberries), Trader Joe’s frozen section, my neighbor for eggs
P: Sprouts via Instacart delivery, WholeFoods, Eataly.

TOP 3 ITEMS YOU ALWAYS HAVE IN YOUR KITCHEN?

K: Organic olive oil, fleur de sel salt, nuts & seeds
P: Organic olive oil, pink rock salt & pepper

WHAT IS YOUR FITNESS REGIMEN? (how often & what you do)

K: yoga twice a week, daily 30+ min walks with my toddler in the park
P: Crossfit two to three times a week, yoga or pilates once a week 

WHAT IS YOUR SKINCARE ROUTINE? (products, facials, etc)

K: gentle cleanser, moisturizer
P: Clarisonic device and cleanser, Youth to the people skincare

WHAT ARE YOUR FAVORITE MAKEUP/NATURAL BEAUTY PRODUCTS?

K: sunscreen, Beauty Counter blush & bronzer
P: Inika eyeshadow and beauty counter makeup remover

IF YOU WERE STRANDED ON A DESERT ISLAND, WHAT 3 PRODUCTS WOULD YOU TAKE WITH YOU?

K: 1 - ettitude bedding! I love to have great sleep wherever I go. 2 - Raw Elements plastic free reef-safe sunscreen 3- a boat :)
P: 1- ettitude bedding, PJ and eye mask, essential for great sleep and rest2 - A swiss knife3 - A water bottle with built in filter

TOP 3 FAVORITE SONGS?

K: Une Histoire De Plage by Brigitte Bardot (used it at my wedding)Malibu by Miley CyrusKokomo by Beach Boys(Catch a theme here? I think I’m missing travel with the current quarantine!).
P: Islands in the stream by Kenny Rogers and Dolly PartonIt must have been love- RoxetteDon’t break my heart - Black Panther ( A famous Chinese rock band in the 80’s)(tells my age, LOL)

MOST-WATCHED MOVIE?

P: A Chinese Odyssey
K: Bladerunner

COOLEST PLACE YOU’VE EVER VISITED?

K: Kappadokia, Turkey

FAVORITE HOTELS?

K: airbnb
P: Sundance mountain resort

WHAT IS THE BEST GIFT YOU’VE EVER RECEIVED?

P: Oura ring to track my sleep!K: for my 30th birthday, my husband surprised me with a trip to Montreal with our entire 4 day weekend itinerary arranged by him, including a “Breakfast at Tiffany” style breakfast at a local jewelry store and a stroll through a botanical garden in full bloom. 

MOST PROFOUND HEALING EXPERIENCE YOU’VE EVER HAD?

K: A sunrise walk in Ayutthaya and Thai massage

DESCRIBE YOUR PERFECT DAY. 

K: Waking up to the sound of birds and ocean waves, spending the day with family exploring nature, swimming with sea life, eating delicious healthful meals, spending the evening by a fire, and falling asleep in a comfortable bed with ettitude bedding.
P: Waking up on a comfortable bed with ettitude bedding and cuddling with my husband. Then do some exercise to kick off my day and feeling energized at work to produce meaningful results that’s better for people and for the planet. Eating home cooked delicious meals and spending the evening wind down or learn something new and interesting.

WHAT IS YOUR MOST VALUABLE GLOW TIP/SECRET?

K: gratitude, and focus on what you can control and the impact you can make. Don’t sweat about the things you have no control over. 
P: take care of your health and exercise everyday. No health, no wealth. Especially now. Daily exercise even lighter ones can boost your immune system, improve your mood and help to make your brain sharper too.

FAVORITE QUOTE?

P: Tell me and i will forget, show me and i will remember, involve me and i will understand (Confucius)

WHAT ARE YOU GRATEFUL FOR?

K: my family, my health, and having an optimistic mindset
P: my family, my health and my team in ettitude

WHAT MAKES YOU GLOW?

K: seeing other people’s lives improve, even in a small way, thanks to something I did.
P: learning and improving everyday to be the best version of myself and thus be in a better position to contribute more to society and help others.