A founder, a fabric and a name built from two words.

ettitude is a bedding brand founded by Phoebe Yu. The Australian business site SmartCompany, in a profile by Matthew Elmas published on 15 July 2019, described ettitude as an Australian-founded company and dated its opening to 2014. The same article followed Yu’s move to the United States and described her as based in Los Angeles by the time it was written.

The brand writes its own name in lower case, and the spelling is part of the idea behind it. In an interview page published by the impact-business site Causeartist on 3 April 2023, the company explained the name as a blend standing for “eco-attitude,” and broke that attitude down into being innovative, conscious and optimistic about change. The brand uses the lower-case form for its own name in running text on its website as well as in its wordmark, so it works as the house spelling of the company rather than only as a logo treatment.

The same 2023 page introduced Kat Dey as ettitude’s co-founder and president, alongside Yu as founder and chief executive. It presented the two as the people steering the business at that point, with Yu as the founder whose search for a different kind of bedding fabric started the company and Dey as the executive running it with her.

From the start the product was the fabric. When TechCrunch wrote about the company on 1 October 2018, in a piece by Jordan Crook, it described ettitude as a seller of bamboo lyocell sheets and pajamas, launched first in Australia and later in the United States. That pairing of bedding and sleepwear, made from the same cloth, has stayed the core of the range: sheets, pillowcases and duvet covers on one side, and pyjamas and loungewear cut from the same fibre on the other.

From an Australian launch to an American accelerator and a Los Angeles base.

The move to the United States is the central chapter in ettitude’s story as the press has told it. TechCrunch reported in October 2018 that the company had recently graduated from the Entrepreneurs Roundtable Accelerator, a New York start-up programme, after launching in Australia and then in the American market. SmartCompany added detail in 2019: Yu joined an accelerator in New York, ran the American side of the business remotely for several months, and only then hired local managers to run it on the ground.

The 2019 profile also described how the American business was supplied. ettitude, it said, used a third-party logistics warehouse in California to fulfil orders, an arrangement typical of brands that sell mainly through their own websites rather than through department stores. The article placed Yu herself in Los Angeles, which made the city the brand’s centre of gravity even as it kept its Australian origin story.

Australia did not disappear from the picture. TechCrunch noted in 2018 that the airline Qantas had begun offering ettitude products to its frequent fliers through its online shopping portal, a channel that put the brand in front of Australian travellers while its founder was building the American side of the business.

The manufacturing story is told by the company mainly through its fabric rather than through named factories or countries. On its website ettitude describes CleanBamboo as its proprietary fabric, made from bamboo lyocell. The website also lists a separate collection labelled as made in Peru, including a throw the company describes as hand-woven there.

Design and documentation.

Direct-to-consumer bedding brands sell sheets, duvets, pillows and towels mainly through their own websites rather than through department stores, and they usually build their identity there: in the name, the photography, the colour names given to each shade and the tone of the copy. Many are young companies, and some have since been sold, merged into larger groups, moved into physical stores or closed, so the brand a shopper sees today may sit with a different owner from the one that launched it.

Bedding is also a category where the place of making is easy to blur. A brand can be designed in one country while its fabric is woven, finished and sewn in others, and the wording on a website does not always say which step happened where. That makes the plain questions worth asking: who started the brand, who owns it now, and which mills or factories make its products.

Each guide separates what independent, dated sources record from what the company says about itself — its founding story, its owners over time and where its textiles are made — and marks plainly what rests only on the company’s own word.

A fabric with a trademark, a lower-case name and a two-country story.

ettitude builds its identity around a material more than a pattern. On its website the company names its fabric, CleanBamboo, with a registered-trademark sign, and uses it in product names such as its CleanBamboo mattress protector; other products carry plain descriptive names built around bamboo and the weave, such as a bamboo sateen eye mask. Naming the cloth this way puts the material at the centre of the brand.

The name does a similar job. Because “ettitude” is a coined word, explained by the company as a blend of “eco” and “attitude,” it carries the brand’s message without needing a tagline, and the consistent lower-case styling keeps it from looking like a conventional luxury-linen label.

The range stays close to the bedroom. Alongside fitted sheets and other bedding, the website in October 2026 offered eye masks, mattress protectors and throws, while the sleepwear that TechCrunch described in 2018 continued the idea of one fabric for both bed and body. The collection labelled as made in Peru sits apart from the CleanBamboo line, with its own origin label.

The brand’s two-country history is also part of how it presents itself. The press coverage of 2018 and 2019 told it as an Australian company that found its larger market in the United States, with a founder who moved to Los Angeles to build it; the company’s own pages emphasise the fabric and the name instead, leaving geography in the background.

For a design guide, ettitude shows how a direct-to-consumer bedding brand can lead with a named fabric and a coined, lower-case word instead of a crest or a heritage story. Compare Cozy Earth, an American brand that also built its line on bamboo-derived cloth, and Brooklinen, a New York online bedding brand. For this guide we use bamboo leaf green, undyed sand and sheet white with a soft lower-case sans, an unofficial interpretation; no product or logo is reproduced.

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