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TA Ventures has invested in Ettitide, DTC bamboo bedding and homewares brand

May 14, 2020

We are thrilled to announce our investment in ettitude, the Los Angeles-based, direct-to-consumer startup making sustainable bedding and sleepwear from bamboo fibers. The $1.6M seed financing will go toward product category expansion, building further upon ettitude’s signature and proprietary CleanBamboo™ textile range made from 100% organic bamboo. The financing round is led by Drumbeat Ventures.

Best known for its organic, vegan bedding, ettitude was founded by Chinese Australian Phoebe Yu in 2014. Ettitude, which stands for “eco-attitude,” grew out of Yu’s decades of experience in the textile industry, supplying large companies like Target and Walmart.  In 2018, Yu relocated from Melbourne to Los Angeles to oversee the international expansion of the brand and was joined by ettitude’s co-founder and President Kat Dey, an experienced purpose-driven entrepreneur. 

Ettitude’s fabric is known as “vegan silk” because of its soft, smooth and luxurious texture. While many companies offer bamboo bedding using toxic rayon or viscose technology, ettitude spent years refining and testing its signature textile to create an evolved and improved new generation bamboo fabric. This revolutionary bamboo lyocell fabric is produced with a closed loop system that recycles and reuses water up to 200 times, recycling 98% of water in the process, making it a highly sustainable alternative to cotton and linen, and an affordable and easy to care for alternative to silk. Sustainability is at the forefront of ettitude’s mission.

The investment comes at a great time, as ettitude tripled its revenue in 2019 and is poised for another big year.