INSUBCONTINENT EXCLUSIVE:
Ettitude, recently graduated from the ERA accelerator, is looking to ride the growing wave of e-commerce by offering eco-friendly sheets.The
company offers bamboo lyocell sheets and pajamas, which feel like a hybrid between silk and cotton, and stay cool longer than cotton or
other fabrics.Bamboo lyocell fabric is essentially organic fabric made from weaving together tiny fibers of organic bamboo material or pulp
Ettitude says that the fiber yield per acre from bamboo is about 10 times higher than cotton and requires less than 10 percent of the water
to grow.I tried out the Ettitude sheets and found that they were indeed soft and kept me cool in the hot NYC summer, but they also require
slightly more attentive laundering
Ettitude sheets should be washed in cold water and separately (or in a laundry bag), which is a slight departure from throwing your sheets
in with the regular wash.Still, the company is growing
Ettitude, a predominantly bootstrapped company, first launched in Australia and gained traction via ecommerce channels
Late this summer, the company launched in the U.S
and has sold &tens of thousands& of units, with a 20 percent month over month growth rate.Ettitude has taken some investment from friends
and family, and also received $100,000 in investment from Entrepreneurs Roundtable Accelerator .While the consumer side of the business
seems to be growing, Ettitude is also receiving inbound requests from enterprise brands such as airlines to get involved with the brand
Qantas, the largest airline in Australia, has started selling Ettitude in its online portal to frequent fliers.Ettitude Queen set sheets
