Kermit the Frog once said ‘It isn’t easy being green’, but eco friendly Aussie brand Ettitude believe that nothing could be further from the truth! Launched in Melbourne in 2007 by Phoebe Yu, Ettitude specialise in homeware, clothing, and children’s bedding that make it feel great to be green.
Many of the company’s products are made from bamboo fibre, the eco friendly fabric of the moment. Founder Phoebe Yu explains, ‘We were looking at the newer green materials that were coming onto the market, and bamboo was immediately appealing to us, for the quality of the fabric that is produced as well as its eco credentials’.
The fact that bamboo is one of the fastest growing plants in the world means it can be produced without the need for chemicals and pesticides, or excessive amounts of water, reducing pollution and meaning healthier conditions for workers.
The species grown for bamboo fabric is different to that which is eaten by the giant panda, meaning the animal’s food source isn’t depleted. Another eco benefit of the fabric is that it’s biodegradable, whereas some other fabrics take up a large amount of space in landfill, causing further pollution.
Bamboo’s eco friendly credentials are the number one reason why Ettitude has chosen it for the majority of their products, but there are other benefits as well. The fabric also has naturally hypoallergenic and antibacterial properties, making it great for people who suffer from allergies and also meaning that the fabric needs to be washed less often, again making it a greener option.
The structure of the fibres means that bamboo fabric is light and airy, and ideal at wicking away sweat from the skin. Many people expect bamboo sheets and bamboo towels to feel rough and scratchy and are pleasantly surprised when they feel how soft and silky they are
Ettitude’s commitment to eco friendliness doesn’t end with their products. The company has also been working hard on introducing their ‘smart packaging’ range, which is currently being rolled out across all new lines. The idea is that products are packaged using materials that aren’t only recyclable, but can be reused by customers for other purposes as well, reducing waste.
For example bedding products come in a drawstring bamboo fabric bag which can be used for grocery shopping. Ettitude is also looking at working with a number of charities and NGOs to further their contribution to going green. As Yu says, ‘It’s not enough to talk about eco friendliness – you need actions as well, and you need to go about this in a way that makes it easier for people to make greener choices in their everyday lives’.
Ettitude is giving away two $25 gift cards to Happy Mothering readers so you can experience their website first hand. This giveaway is open worldwide! For your chance to win, enter via the Rafflecopter form below. Good luck!
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