Phoebe Yu

Founder & CEO ettitude

Phoebe Yu is the CEO and Founder of ettitude, an award-winning material science and lifestyle company with the mission to dramatically reduce textiles' harmful environmental impact. While shopping for her own home after moving to Melbourne, Australia, Phoebe spotted an opportunity within the bedding market to create sustainable luxury for less. Her vision of revolutionising 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 fabric in 2014. The manufacturing process is a clean alternative to highly polluting cotton and viscose textiles. By 2018, ettitude expanded globally, opening a Los Angeles headquarter. ettitude was named an Inc. 5000 fastest-growing private company in America in both 2020 & 2021. Prior to ettitude, Phoebe had founded two international trading and sourcing companies in Asia.