We were lucky to catch up with Phoebe Yu recently and have shared our conversation below.
Hi Phoebe, so excited to talk about all sorts of important topics with you today. The first one we want to jump into is about being the only one in the room – for some that’s being the only person of color or the only non-native English speaker or the only non-MBA, etc Can you talk to us about how you have managed to be successful even when you were the only one in the room that looked like you?
As someone who has often been “the only one in the room,” I’ve learned to embrace my unique perspective as an opportunity rather than a barrier. My background and experience drove me to innovate where others saw limits. When I founded Ettitude, I was determined to disrupt an industry not known for sustainability. That required confidence in my vision and relentless focus on proving the value of our mission.
Here’s how I’ve navigated being “the only one”:
Let Your Passion Speak: When your work stems from genuine passion, it naturally commands attention. My commitment to creating sustainable, luxurious fabrics has always resonated with people when I share the “why” behind our innovation.
Turn Doubt into Fuel: Early on, many questioned whether a small startup could make a difference in a resource-intensive industry. I used that skepticism to refine my ideas and prove the skeptics wrong through results.
Build Relationships: You don’t have to walk alone. Partnering with like-minded people—like my co-founder Kat Dey—has been critical to scaling ettitude’s vision and impact.
Being the “only one” can be isolating but also make you stand out. The key is to embrace your difference as a strength and let it drive your success.
Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?
ettitude is 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.
What’s most special about ettitude is that 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. It 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 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).
Recently, we launched a B2B initiative to accelerate the positive impact of our fabrics by supplying other fashion industry brands with our innovative, high-performance textiles.
ettitude is more than a brand—it’s a movement towards a better future, one conscious choice at a time.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
Reflecting on my journey with Ettitude, three key areas stand out as being most impactful:
Resilience and Adaptability: Building a sustainable business is a long and unpredictable journey. Embracing challenges with a growth mindset and being willing to pivot when necessary were crucial. This adaptability allowed me to evolve and meet customer needs while staying true to our values.
Deep Understanding of Sustainability: To create a truly innovative product, I had to keep educating myself on materials science and environmental impact. This knowledge empowered us to pioneer CleanBamboo®, which became the cornerstone of ettitude. For those starting out, immerse yourself in your industry and learn everything you can about your niche.
Customer-Centric Thinking: Understanding and truly listening to your customers is everything. This skill helped us refine our offerings and build a loyal community. Early on, prioritize empathy and open communication with your audience to build trust and refine your product or service.
My advice for anyone beginning their journey is simple: stay curious, seek mentors, and surround yourself with people who inspire you. These habits will sharpen your skills and sustain you through challenges.
One of our goals is to help like-minded folks with similar goals connect and so before we go we want to ask if you are looking to partner or collab with others – and if so, what would make the ideal collaborator or partner?
Yes, we’re always looking to collaborate with like-minded individuals and organizations that share our commitment to sustainability, innovation, and impact. Specifically, we’re interested in:
Retail Partners: Companies and platforms that prioritize sustainable products and want to expand their offerings with ettitude’s luxury bedding & bath linens that uplift your home, your outlook, and the planet.
Brand Partners: Fashion brands that are interested in replacing their unsustainable synthetics, cotton, and animal fibers with high-performance, low-impact, innovative next-gen materials
Sustainability Innovators: Those who are pioneering new materials, technologies, or practices that align with our mission to create eco-friendly and ethical products.
If this resonates with you, we’d love to explore how to make a more significant impact together. You can connect with us through our website’s contact form or reach out directly via email at [email protected]. Let’s build a more sustainable future together!
Contact Info:
- Website: https://www.ettitude.com
- Instagram: https://www.instagram.com/ettitudestore/
- Facebook: https://www.facebook.com/ettitude/
- Linkedin: https://www.linkedin.com/in/phoebeyu2008/
so if you or someone you know deserves recognition please let us know here.
