Nice to meet you, we’re ettitude
ETTITUDE | NOUN | ECO - ATTITUDE
We’re a material innovation company and a home goods brand making the world’s healthiest, softest, and most sustainable fabrics with our patented CleanBamboo® fibers. Together, we’re turning over a new sheet—revitalizing a tired industry notorious for hitting snooze on ingenuity and sustainability.
Awaken positive change
Our vision is to make luxury bedding & bath linens that uplift your home, your outlook, and the planet.
Our fabrics are 100% free of toxins for a thriving, healthier way of life (for you, your family and the earth). CleanBamboo® is a lyocell made from organic bamboo, and uses a food grade organic solvent in the process, unlike all other bamboo fabrics made with toxic viscose/ rayon technology, or cotton grown with pesticides.
Our breathable bedding is scientifically proven to improve sleep, helping you to fall asleep faster and stay asleep longer. It’s hypoallergenic and naturally antimicrobial, ideal for sensitive skin. Our towels are extra absorbent and prevent mildew, while keeping your hair healthy and frizz-free. All of our products are Class I baby safe certified by Oeko-Tex (perfect for adults too).
As loved by
Our Process
Our closed-loop, non-toxic fiber processing is not just innovative—it’s patented and entirely unique in the market. Utilizing food-grade organic chemistry and low-impact processing methods, we are the sole provider of CleanBamboo® fibers across all our products, ensuring unmatched quality and perfromance.
Our Performance
Our innovative fabrics are scientifically proven to regulate body temperature and enhance health benefits. Like 17% greater breathability when compared to cotton for a better night’s rest. CleanBamboo® is also 24% faster at wicking away moisture. Preferred by 94% of sleepers.
Our Transparency
We take pride in maintaining complete transparency across every tier of our supply chain, from the organic bamboo farms to the finished product. Our valued partners adhere strictly to our social and environmental compliance standards, ensuring integrity and accountability every step of the way.
From the founders
“ettitude is on a mission to create next-gen fabrics and products that reduce our impact and support your health and the health of the planet. We’re here to make a material difference in the home and textile industries for a regenerative future for all.”
Creating a regenerative future
It’s not enough to create eco-friendly products anymore. We need to give back to the earth. That’s why we use regenerative resources, such as bamboo – a grass that grows faster than we can harvest it, sequesters more carbon than trees, and regenerates degraded lands. Our 100% traceable supply chain ensures that we source responsibly, so you can sleep soundly knowing you made the healthy choice and helped the planet.
The ettitude Story
2014
ettitude was born
2021
Certified B Corp
In 2022, we worked hard to turn over a new sheet on what sustainability means to ettitude. We officially became a certified B Corporation with a score of 102! B Corps are committed to using business as a force for good in the world, upholding globally recognized ethical and environmental standards.
2023
Re:Commerce
In 2023, we launched our Re:Commerce program helping to breathe new life into returns and lightly used product.