Kester Black supports: ettitude.

Jan 30 2018

ettitude is a socially aware organic bedding company based in Melbourne, Australia. They make bed sheets from bamboo - a natural and sustainable resource.

ettitude

At Kester Black we are dedicated to creating positive change in the world. That’s why we’ve built social and environmental sustainability into every practice and process of our business. The Kester Black Supports series focuses on other businesses and charities that are helping to ensure a bright global future.

ettitude

ettitude is a socially aware organic bedding company based in Melbourne, Australia. This amazing company makes beautiful bedding from bamboo – a natural and sustainable resource that doesn't harm the planet. They also operate a closed loop system that recycles and reuses water to minimise waste.

All ettitude bedding is cruelty free and vegan, which we’re thrilled about. It’s why we support them. Their magical manchester is extremely soft. Their lush organic bamboo lyocell fabric is gentle on both skin and hair. It's also hypoallergenic, anti-microbial and free from harmful chemicals - the phrase 'beauty sleep' never rang more true.

ettitude only work with accredited manufacturers that genuinely care about maintaining the highest ethical standard of production. They work directly with their supplier and ensure all workers receive a fair and living wage.

What makes ettitude even better is their approach to giving back. Just like us, ettitude are a socially responsible label. They partner with local charities to give back to communities in need every single month.

We chat to Phoebe, owner and founder of ettitude.

ettitude

What kick started ettitude?

The idea for ettitude hit me when I was shopping for bedding for my first home in Melbourne. I was in shopping centres for hours hunting for the perfect sheets and was very frustrated by the fact that the affordable linen was of very low quality, while the more comfortable options were outrageously overpriced. The solution for my frustration: to build a business from scratch offering luxury and ethical bedding essentials at an accessible price and sell online directly to consumers to bypass the bloated supply chain, and expensive designer licensing fees that were passed onto them by traditional retailers. ettitude was founded on the idea that we should all be sleeping on healthy, well-made and affordable bedding since we spend one third of our lives in bed.

Why was there a need for a company like ettitude to come into the market and what is unique about ettitude?

We see ourselves as a disrupter in the bedding industry as most bedding labels are sold through traditional brick-and-mortar stores. Traditionally, customer would spend hours in the department stores looking through all bedding brands, trying to make sense of all different types of fabrics, weaving, thread counts – resulting in a dreadful and boring shopping experience.

However, when you shop with ettitude, the process is easy, simple and painless, we even offer you a 30 Night Sleep Trial with no strings attached! We have a strong focus primarily on giving customers what they wanted: premium bedding that doesn’t keep you up worrying all night because of price or what chemicals are in them. By leveraging technology to create interactive experiences for customers, we are fundamentally changing the way they shop for homewares.

We have developed our world first 100% organic bamboo lyocell fabric, bamboo charcoal and bamboo coffee fabric which are exclusive to our brand. By focusing on using innovative, sustainable textiles, we have distinguished our brand from other major bedding brands available on the market.

How does ettitude help contribute to a better planet?

Sustainability is at the core of everything we do, and we are careful about who we get into bed with. We make sure all our suppliers are committed to working to the highest ethical standard, guaranteeing fair wages and a comfortable working environment for employees.

All our products are made sustainably and ethically with organic materials. Our lyocell fabric is fabricated in a closed-loop system which water is recycled and reused for up to 200 times. Traditional lyocell is made from wood pulp while ours is made from organic bamboo, which is a self-regenerating, renewable crop that requires minimal water (less than 1/10 of the water cotton needs), labour and zero pesticides, herbicides to grow.

Our bamboo is 100% from FSC-certified forest as we don’t tolerate any exploitation of resource under our brand. We also are in close relationships with our manufacturing partner to make sure all our products are ethically made. Our manufacturing partner is certified by Worldwide Responsible Accredited Production (WRAP).

For our smart packaging, we reuse fabric cut-offs and sew them into bags for packaging. The result is a reusable drawstring bag you can take to the gym, carry your delicates when traveling, and store your clean bedding. Our packaging bags are made with 100% biodegradable material and can be safely put into the recycle bin.

Fun fact: Did you know ettitude sheets are 100% biodegradable too?

What are the main goals for ettitude?

We want to transform your life, one night at a time. In today’s fast-paced, always-connected, and sleep-deprived world, our need for a good night’s sleep is more important than ever. That’s why all our products are designed with comfort in mind.

Our mission is to use innovation to drive positive change, to co-create a world where all of us – customers, communities, the planet, and people who work in the business can flourish.

What’s next in store for ettitude?

We are looking to take over bathrooms and introduce products that can offer a more holistic #sleepwithettitude experience. We’ve also got a few new fabrics in development that we can’t wait to share with you!!