Ettitude is a direct-to-consumer bedding and homewares brand. Starting with bedding and sleepwear, we use the world’s first organic bamboo lyocell fabric to manufacture soft, cooling, odor-absorbent, and hypoallergenic products. We give our customers stylish, sustainable and ethically produced comfort for a fraction of the cost of silk and luxury cotton.

'It's like sleeping on a cloud': The $80 Australian sheets dubbed 'life changing' by hundreds of customers - and even Gwyneth Paltrow is a fan

Ettitude was created by Chinese-Australian born Phoebe Yu and Los Angeles-based Kat Dey, and it was born out of a frustration with a lack of good quality, sustainable sheets at reasonable prices.