Ettitude, whose name is a portmanteau of eco and attitude, is both a material science company, and a luxury lifestyle brand.

The company’s goal is to dramatically reduce the negative environmental impact of textiles, by replacing cotton, viscose, and others with its own alternative.

That alternative is a proprietary, patented lyocell. (Lyocell is traditionally a semi-synthetic fiber used to make textiles for clothing and other purposes, but Ettitude’s is made from 100% organic bamboo.)

Ettitude’s co founders, Kat Dey and Phoebe Yu, sent us sheets to show how they’re different, and told us more about how Ettitude works.

Ettitude told me that there’s two main answers to this: process and outcome.

“Unlike bamboo viscose/rayon, CleanBamboo uses a non-toxic solvent to dissolve raw bamboo and a closed-loop process that recycles 98% of water and saves 38% of CO2 vs. cotton,” noted Phoebe.

The outcome? “Superior moisture wicking, stronger durability, and greater resistance to pilling v cotton, viscose and others.”

And soft fabric. But more on that in a bit.

As Phoebe puts it “simply using bamboo saves a significant amount of water. Cotton requires a lot of irrigation, pesticides, and fertilizer. Bamboo is a regenerative resource, and it’s grown 100% with rainwater.”

So, no irrigation, no pesticides, and no fertilizer.

And bamboo grows fast. Like, up to 3 feet per day fast.

It gets better: bamboo plants actually sequester more carbon than other plants, and it’s known to regenerate land, unlike cotton which is known to deplete the soil it grows from.

Ettitude’s founders said they are actually huge fans of replacing all sorts of tree-based products with bamboo based ones —think everything from paper towels to kitchen dish racks‚ because replacing tree inputs with grass prevents deforestation and helps to fight climate change.

They also told me that Ettitude’s process has a whole other level of water savings, which comes from its closed loop non-toxic production process.

Crushed bamboo pulp is dissolved using a mild, non-toxic solvent. Since it’s non-toxic, recycling the water that’s used in the process is also much easier.

Ettitude believes its CleanBamboo is the world’s cleanest and most sustainable fiber.

So the process is green, and the output is soft.

Ettitude calls its textiles more durable than similar fabrics, too.

But there’s another added benefit

As Kat put it, “we always hear from our customers that Ettitude sheets help them sleep better.”

But Ettitude wanted to prove it.

They commissioned a study that, believe it or not, found that Ettitude’s sheets are scientifically proven to give people an average of 43 extra hours of sleep per year.

Ettitude says they’re here to contribute to a regenerative future for all.

As they put it, “it’s no longer OK to be sustainable. Sustaining a system that doesn’t work and just doing less harm is not good enough. Through the use of innovative technology and working with nature, we hope to be a leader in the regenerative movement, facilitating change for a better planet.”