Phoebe Yu and Kat Dey: Road to Sustainability

In this episode of Championship Leadership,we are thrilled to have with us Phoebe Yu and Kat Dey,Founders of Ettitude – a sustainable lifestyle brand offering luxury quality, modern bedding and sleepwear, made from the world’s first 100% organic bamboo lyocell fabric. They will share how they were able to come up with the company and with their very mission to seek new ways to reduce real world problems such as climate change.

Phoebe and Kat will also divulge their previous financial crisis and how they were able to get through it.

Through their continued effort to push their goals of reducing the negative environmental impact of the textile industry with better alternatives, Phoebe and Kat are now on the road to championing sustainability and help fight climate change.

These and more! Tune in to this episode!!

In This Episode:

[1:55] What does Championship Leadership mean to Phoebe Yu and Kat Dey?

[2:36] Who is Phoebe Yu and Kat Dey, and what brought them to where they are today?

[4:47] Leaders that have influenced them.

[7:17] Their vision, future plans, and the impact they want to make.

[23:03] Episode takeaways.

Important Quotes:

“Championship leadership is about championing the whole team- your partners, your vendors, your customers.”

“Championship leadership is championing a cause, something that everybody can get behind and have a strong mission that we’ll get everybody in the organization to roll together towards the same goal.”

“As entrepreneurs, you always go through ups and downs in your business. Sometimes you have incredible growth, and you can’t keep up with the demand. And you’re hiring, and things are going really amazing. Nothing could go wrong. But then there are other times. If you’re in the game long enough when that growth stops or its flat pla

“Entrepreneurship is a long journey and also success is not a guaranteed, but obstacles are guaranteed in the various times.”

“Align your goals with your values.”

“Don’t forget about your rest.”

“Rest well and have a very clear mind.”

About The Guest:

Phoebe Yu – Founder & CEO of ettitude, award-winning material science and lifestyle company with the mission to dramatically reduce the harmful environmental impact of textiles. With its proprietary technologies, ettitude offers sustainable bedding, bath essentials, apparel, and a variety of textiles made with CleanBamboo®. The manufacturing process is a clean alternative to the highly polluting cotton and viscose textiles. ettitude is Climate Neutral certified and a B Corp.

Prior to ettitude, I had founded two international trading and sourcing companies. My experience includes textile innovation, logistics, and branding. With a love of technology and sustainability, I constantly seek new ways to use emerging technologies to solve real-world problems.

Kat Dey – Co-Founder and President of ettitude (, a material science company and lifestyle brand making the world’s softest and most sustainable bedding and apparel with proprietary CleanBamboo™ textiles. Listed as Inc.’s US Fastest Growing Private Company in 2020 and 2021, winner of Real Leaders’ Impact Awards (among Patagonia, Tesla).

Previously: Co-Founder and Co-CEO of Try The World (, an online destination for authentic specialty foods from around the world. With an integrated global supply chain, Try The World introduced over 5 million products from 30 countries to the U.S. market. The company secured partnerships with Conde Nast, Michelin, and Walmart, and was named #3 fastest growing company in NY by Crain’s NY Business in 2017; covered by WSJ, Forbes, CNN and more. Acquired Sept 2017.






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