Phoebe Yu

CEO and Founder of Ettitude

Phoebe Yu is the Founder and CEO of ettitude, an award-winning material science and lifestyle company with the mission to dramatically reduce textiles' harmful environmental impact. While shopping for her home after moving to Melbourne, Australia, Phoebe spotted an opportunity within the bedding market to create sustainable luxury 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 in supply chain management, Phoebe perfected and launched ettitude's innovative CleanBamboo fabric in 2014. The manufacturing process is a clean alternative to the 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. Before ettitude, Phoebe had founded two international trading and sourcing companies in Asia.