Phoebe Yu // Ep 88 // Creating Sustainable Luxury With Ettitude

Welcome to Episode 88 of the Asian Hustle Network Podcast! We are very excited to have Phoebe Yu on this week's episode.

We interview Asian entrepreneurs around the world to amplify their voices and empower Asians to pursue their dreams and goals. We believe that each person has a message and a unique story from their entrepreneurial journey that they can share with all of us.

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Phoebe Yu is the CEO and Founder of ettitude. While shopping for her own home after moving to Melbourne, Australia, Phoebe spotted an opportunity within the bedding market to create sustainable luxury for less. Her vision of revolutionising the bedding industry saw Phoebe bridge together her entrepreneurial instincts, passion for sustainability, and understanding of fabric technology. After years of testing materials, weaving and dying techniques, and harnessing a decade of experience working in supply chain management and merchandising, Phoebe perfected and launched ettitude’s innovative bamboo lyocell fabric in 2014. By 2018, ettitude expanded globally opening a Los Angeles office. In 2019 ettitude was named “International Conquerer” by Online Retail Industry Awards in Sydney for demonstrating significant growth in international markets. In 2020, ettitude closed a $1.5m seed round and was named an Inc. 5000 fastest-growing private companies in America. Prior to ettitude, Phoebe had founded two international trading and sourcing companies in Asia.

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Intro: (00:00:00)Hey guys, welcome to Asian Hustle Network Podcast, My name is Bryan. 

And my name is Maggie 

And we interview Asian entrepreneurs around the world to amplify their voices and empower Asians to pursue their dreams and goals.

We believe that each person has a message and a unique story from their entrepreneurial journey that they can share with all of us.

Maggie: (00:00:23) Hi, Everyone welcome to the Asian Hustle Network Podcast. My name is Maggie

Bryan: (00:00:28) My name is Bryan.


Maggie: (00:00:29)  Hi, everyone. Welcome to the Asian hustle network podcast. Today, we have a very special guest. Her name is Phoebe. You. Phoebe is the CEO and founder of EDA today while shopping from her own home. After moving to Melbourne, Australia, Phoebe spotted an opportunity within the betting market to create sustainable luxury for less. Her vision of revolutionizing. The betting industry saw Phoebe bridge together, her entrepreneurial instincts, passion for sustainability and understanding of fabric technology. After years of testing materials, weaving and dyeing techniques and harnessing a decade of. Experience working in supply chain management and merchandising, Phoebe perfected and launch attitudes, innovative bamboo lyocell fabric in 2014 in 2020 to two closed a $1.5 million seed round and was named and the Inc 5,000 fastest growing private companies in America. Prior to attitude, Phoebe had founded two international trading and sourcing companies in Asia. Phoebe. Welcome to the show.


Phoebe: (00:01:24)  Thank you for having me. Yeah, very excited to be here today.


Bryan: (00:01:29) Your background is so impressive, but we want to learn more about you and how the Phoebe term, the VB that we see today, what was your upbringing like?


Phoebe: (00:01:37)  Yeah. So I was born and raised in Shanghai, um, until I move to Australia. Uh, so I went to the Shanghai university of foreign trade for, um, study. So my, um, major is in business and in English. So that’s why I came to my first job. And only job that I worked for other people is in a state owned import and export. Company. Didn’t always like homewares gifts, um, um, helping, uh, overseas companies sourcing in China. That’s why, what I started my career and, uh, also start to build my knowledge is in, in that space, um, So at that time, the, usually every year you will went to the Canton fair twice a year, then like spend like almost a month there. Um, you know, um, discuss with clients, meeting suppliers. Um, and in 2006, actually, I, I moved to Australia. The actually the original motivation, uh, is like many of my other Chinese friends in this important export industry just to get. A visa that easy for travel at a time, having a Chinese passport while traveling, it’s a little bit of hassle. You have to go to every country, you need a separate visa and that’s a long and tedious and time consuming process. But if I, I have our Australia PR, then it’s a bit easier for traveling. That’s, that’s where it started. But then when I arrived in Australia, I have to stay a few years to get that right. And I fell in love with the country. Um, um, because it’s, it’s very beautiful. Um, there’s the vast land that the net nature like grew up in Shanghai. I’m a city girl. So most of the time it was like sitting in office or my usual, like. Um, entertainment is go shopping, very unsustainable, um, shopping or, um, you know, dining out a wine and dine or car. Okay. Um, but moved to Australia, I started to love. I fell in love off the outdoor activity. I tried a lot, like I would go hiking with my, my, my favorite actually hiking. It’s such a low impact, uh, and very healthy keep, keep me, keep keeping enough exercise even, you know, um, you don’t need to make too much effort while you enjoy the scenery. You get your exercise done. And another benefit of hiking is like a lot of places we hide it. It’s a bit remote than the wifi signal. The phone signal is bad. It usually you will have your new signal for a few hours that you really focus on the hiking or the stingray rather than constantly checking all your social media, your phone or work or email. Uh, it’s, it’s really very actually I think, um, Zen for me, like, I can’t like. The really deep plug in that a few hours and other things like, uh, surfing, you know, in Australia, you got to, you know, try surfing, but you know, I’m not good at it at all. Um, and horse riding or archery, just a lot of different things. And then, and really start to question the, the old products I was helping the other company sourcing at the stages like, oh, you know, um, it’s, it’s, it doesn’t seem very sustainable. And Australia also, um, Was exposed to a lot of, uh, articles or TV or the news media talking about, start to talk about climate change and the environment issue we faced back in China. When I grew up, we didn’t know, of course now, even China, China, Chinese government, or the time China’s population also were aware of this problem and, uh, doing a lot of things to address that. But, you know, when. At the early times when I just moved to Australia, I like very ignorant about this problem. You just don’t know what you don’t know. Um, so definitely get a lot of education on that, uh, scientifically and, uh, the start to thinking, you know, as, as eco-conscious consumer myself and also have that connection in the supply chain. What can I do about it? It shouldn’t start to, so the idea start to brewing. It’s not instantly, it took a few years for that idea, actually, that I sat to action on it. Right. So it’s that a few years later that finally I then launched attitude, but it is at that time, I started thinking about it. And also I, um, When I volunteer for the sustainable living festival in Melbourne, which they, um, manage every year, they manage the biggest, uh, sustainable, um, living festival, um, for the whole Australia. Um, like it’s like a month event. There’s a lot of thing going on. So I went on, go volunteer for them for. Uh, over a year and also learn a lot first about systems a little bit, and also how the, um, NGO works at the, at the beginning. I think that’s a huge, um, festival and except one full time director, all, all their humerus or volunteers like myself at the beginning, because back in China, I have not be a volunteer. So I was a bit skeptical how this can be pulled off. I think in like a couple months, this is a huge festival. Tens of millions of people come, is this even possible? But somehow, you know, every volunteer hold, hold, um, have their own autonomy and be accountable responsible for their own part of the task. And the facts at all every year is a success. So that’s also, I learned the power of like, when. Um, value aligned people start work together and, um, like kind of miracle happens. It’s like, it’s even not about money. Right. Everyone is on a volunteer basis. So, yeah. So that also is very inspiring. Inspirational to me. Yeah. Um,


Bryan: (00:07:26)   I felt so much unplugged here. It’s almost unwrapping, I mean, first of all, I mean, Just your, your sense of awareness, you know, it just by being outdoors and hiking, I could definitely agree that high he’s one of the best way for us unplug too, and be an entrepreneur it’s really difficult. Cause you’re always, probably didn’t see like, oh no, there’s an email. I have to check it or there’s a message to check it. So just being afforded. That’s great. I really liked the fact that your sense of awareness started increasing as you started questions, sustainability for products. Yeah, I need that. Steve’s super important because it did lead you down a path of like creating your company and creating your mission statement, which I think is fantastic. You need more companies like yourself out there, and we really want to continue to amplify your voice for doing something like this, because you’re one of the rare ones who are committed. We read articles about you. You’re so committed that you stopped eating meat like seven years ago. Understanding of like how these little small things of be using everything, these proteins, I mean, just these, these material that we ingest are all impacting our environment. So thank you so much for bringing that awareness.


Maggie: (00:08:33)  Yeah, I think it’s amazing. Just learning about your background and yeah. No, what kind of got you to where you are today? And it’s some of the things that we don’t normally think about on a day-to-day basis as consumers, but we can have so much power just changing our consumer habits and, you know, really acknowledging that and, you know, making sure that we understand like how much impact we can have if we just change our consumer habits. So I really, really love it where you are.


Bryan: (00:08:59)   Yeah. So walk us through the early stage of EDA too. Like, what was the. What was the hardest part about getting started with this company? Because you want to say that you started in Melbourne and you moved the head of course, to Los Angeles, right? Yeah. Yeah. Well, I mean, starting a company in different countries and moving headquarters to LA yeah.


Phoebe: (00:09:22)  Um, yeah. Um, first, like any, a lot of the entrepreneurs story you heard it started from my double garage back in, in Melbourne. Um, and it, before that it took quite a few years to just refine the fabric. So you have to be, have that patience, like, because there’s a lot of technology involved in it. A lot of tests and error. It’s all about like experimental batches and batches. So it doesn’t work or it’s, it’s too soft and not strong enough. It’s soft is good. But if it’s, then it’s fragile, it’s not good. Has to, you know, sustain off a lot of washers. Product longevity, I think is also a very important part for sustainability, right? When a product lasts longer, it has a less carbon footprint. So a lot of things at the beginning, th the, the, the, the fabrics had to dive very dark colors because it’s very smooth and Suki, it’s hard to take on a dark colors. So we test and test until we can even die black colors. Um, so just, just has to be spent time on it. And, um, so the. Yeah, I bootstrap it. So the, the savings I had from my first, uh, Trading company, um, sourcing company I’ve pretty much all put in attitude or at that time I still kind of consulting, uh, for some, uh, PeopleSoft in China to just get some cash to keep supporting when attitude is not generate, um, You know, enough revenue to cover the cost. And for a long, long time, I didn’t have a salary. I might start to hire people to pay them a salary, but like, I don’t draw a salary. I live on my own savings. So, um, because otherwise the company won’t have enough cash to run. So that could be a hurdle for people who doesn’t have savings. Um, so like now attitude is already my second or third startup before that I now have some savings. So that’s also the initial, otherwise I might not be able to afford to bootstrap that I have to, they want to have to raise some money. Right. Uh, so that went on, uh, for a few years at the time we’re a small team in Melbourne and I also of course use all sorts of alternative or like crowdfunding to launch new product, to get additional cash, to launch new. Product line. And also it’s a way to do market research. If it’s a success for campaign, that means people want it, they already put their money down. So you go on and produce it. It’s low risk. And actually those crop founding, especially the why run our Kickstarter. Cause a mainly US-based audiences that start to help also accelerate that even we are at that time, purely based in Australia, that we get consumers have a little bit of brand awareness in the U S. That we say, oh, the USB will seems also really into this. Um, so maybe that laid a foundation of like when we get into the U S market, because from day one attitude, I want it to be an international brand. Um, I always know in Australia though, it’s a great country, but there’s only that much, um, popular population there. So there is a market size problem there. Um, and I also feel the more people know about this product, the more impact we can make. Uh, so it’s actually a good thing. So. So after our U S revenue grow to about 20, 30% to our total revenue at that time was all that, any precedents in the U S we have no people, there are no in a warehouse shipping from Australia. People still buy it, I think, okay, now it’s time maybe to serious about how to get into the us. So that’s why I started to find a business, try and find a business partner in the U S I also know this is a very competitive market. I might start to learn a bit how things in Australia works that digital marketing that you commerce landscape. But I, I, you know, the U S is way more competitive. So I don’t in the running thing, just me alone. Um, I probably, it will work, verify, so I stopped to, to hunting for a great, um, business partner, which is later my U S co-founder Kat joined, uh, which in early 2018. So we launched end of 2017, but without still, without any, you know, People representative in the U S but we did a goddess to PL that, to put stock there that we can ship from within the U S and then, uh, soon I met Kara Angeles. So I was like putting out ads on Andrew is looking for a business owner and in the us, and then she find us. Uh, and I sent her a set of sheets and she fell in love. Um, was it also, the husband is super excited about this. Um, so the, the got the family approvals. This is great brother. And I usually involve in, so we start to work, uh, collaborate online for a few months, uh, collectively to push the U S market. And then we got accepted in the, in the accelerator in New York. The entrepreneur round table, et cetera, era, which was a great program. So middle of 2018. So I just fly to New York, I think when ERSA okay. Phoebe you’re in, I just like. But at air tickets, um, and fly to the U S within a week. So is that just to sort of see that’s where an Australia passport is useful, that I don’t need to go through the visa, um, process. Cause it’s, uh, within three months, if you only stay in three months, that’s, uh, you don’t need a visa. So I can instantly react to the opportunity, uh, because they, they, they need a Bose to be present there, especially, um, So did four months. That’s very extensive because, uh, every day the program is very full, a lot of training. Um, how to refine a marketing strategy, refine your message, how to pitch a special edition of powerhouse, raise money. And, uh, so everyday I get up pretty early due to food and I kind of stay late because I still need to be, I manage the Australia team. So the manager, like two times old, um, So that format, but I always know it, you know, okay. Four months, but I can run the, cannot run like that four year. So, um, I can do it four months better. We’re very aware of it. Uh, we actually took a break because there’s July force. Uh, so that’s a, like a public holiday and my co-founder cat and my husband both have birthday on that day. So it took a shock rake. Even the accelerate have a, like a long weekend holiday. So we took a. Break, um, you know, rest a few days and recharge and, you know, finish the next. Um, but I definitely think that, yeah, that’s really helpful program, especially for me. I don’t have a very extensive network in the U S um, so that really helped also a lot of the they’re helpful networks, um, investor introductions. So most of our investors on the cap table are from. New York or east coast, a lot from the Yari network. So, so that really helped. Um, so we, so after graduation, then we moved down to Los Angeles because we always know New York is temporary just for the program. The cat has been lived in New York, 20 years, but she planned to move down to California to where she joined. So that’s, that’s the goal at, at the beginning because we know east coast, it’s just very hard to work with Australian team. It’s just too. It’s not there’s no work-life balance. If we choose New York at east coast as all headquarter to try to work with the Australian team. So west coast is much better. Um, um, yeah, so we moved down to Los Angeles, November the 2018. Um, Yeah. So then we start to grow the U S team from men. Uh, before we moved down, we already hired our first hire remotely, um, in, in Los Angeles, set up our office in a co-working place. And then when we came down, we hired, uh, another tool. Um, and then. And also interestingly at the time they’ll do the whole, um, et cetera, cat is pregnant, uh, and have her first children, you know, that year, uh, November. Um, so, so proved that you can, you know, raise kids and, um, yeah. Um, so, and then the, the, the, the company start to really ramping up and grow really fast. Uh, from that point on, uh, we raised a couple. Of notes before that seat around 1.5 million. And so, um, and then until you were ready to raise a seed round, um, so the team from originally, when I, when I left Australia, we have four people plus me five. Now we have 27, uh, 18 in the RA nine back in Australia. We grow the team on both in both, uh, offices. And I think because day one, we are very comfortable work like remotely or across. Terrific. And so the COVID didn’t hit us that much. Um, people suddenly to have to get used to how to collaborate online or in a virtual background, the U S team is we always talk on, on zoom or Google hangout or use slack and Asana, you know, before the COVID hit. Um, so I think we’re quite lucky actually positioned very well for that crisis.


Bryan: (00:18:31)   Yeah. I mean, I just want to give you guys a shout out because, uh, you made it sound very, very easy, you know, especially the bootstrapping part. It’s extremely difficult for a lot of boundaries. We almost don’t plan for not long travel or thought run your way. It’s, it’s super important to consider. Um,


Maggie: (00:18:54)  yeah, I just want to, to say, um, it’s just so amazing just seeing your progress and I can see why, you know, you were able to expand in the United States because I feel like a lot of consumers in the United States, they really want to live their values now. Right. And they, they focus on sustainability. They look into like, what am I actually purchasing? Is it actually going to be a good impact in the world? Um, and you know, I think there’s a really big market for that. And then United right. Estates. And, um, I want to know, like, you know, right after you kind of moved your headquarters to the United States, um, we’re able to expand and you started, you know, getting you started fundraising. Um, what was that internal process of fundraising like for you? And did you go through any challenges in the process of fundraising at that?  


Bryan: (00:19:39)  Yeah. I also want to highlight the challenges of being a female founder as well. Uh, something that we look to continue to break down and inspired. Members or community in order to take more action. We want to support more female founders,    


Maggie: (00:19:52)  female, and we are also a minority as well.


Phoebe: (00:19:55)   Yeah. Yes, I think. Yes, definitely. Maybe by, by statistic. Uh, It’s way less, especially I think U S is a little bit better than Australia Australia. Overall, just raising money is a bit harder because the VC industry, there is much smaller, right? Much, a little bit less vibrant. So us already have more, more opportunity. And also the, the risk tolerance is also a bit higher. They are really, they can bat bet on. A bit early stage companies. Um, so that’s, that’s a little bit better. So that’s why we were able to raise in the U S so I was never able to raise back in Australia. Um, but I think definitely the era network and introduction helped, and also that they train us a lot, but it is difficult, but I also heard like by 80 people, you talk to maybe why we will write you a check. Um, I don’t know if it’s a myth or it’s actually a statistic now. I think. This is better than that. I think maybe talk to 40 to 60 people. We get a check, but of course at the beginning I said, we, we collect small checks right at the beginning. It’s like Andrews and the Angela notes round. Um, so you can start small. I think these days entrepreneurs will have a lot of choices instead of going instantly to aim a very big runway. You have not proven start to raise, um, notes and then make, use that money to make some progress. And then showed the people that I can make progress with this money and very efficient than the initial people who are back here. If they have more money that they will be in the second round and then they will convince other people and other people say, oh, okay, this is now a little bit bigger. Instead of one big round, you actually space that into different, um, milestones and show them that you can consistently hit what you said you’re going to do. That’s how the trust built. Otherwise, like. They, they didn’t know you for years, or I have not like other, like a big, it said that they can oh, okay. If he had done that exhibit a billion dollar company before. Okay. It’s safe to bet. All right. So, so I think that to give them that confidence though, I think, uh, a lot of the investors keep just following or so, uh, our lead investor in the S in the seed round is also. Early on Andrew investor, like participant you each round, the, see our progress. And when he just started investors is use his own money as Andrew. And now just coming as, as need that VC round, because when he, he just see your progress, right. That give him the confidence that, okay, the product works. The team, the team is the right team to pull this off. So I think that might be one way to. To kind of, you know, get the statistics better, uh, as, as female and as minority.  


Bryan: (00:22:36)   Wow. That is amazing. Yeah. Yeah. I know, like you’re doing so much and you have done so much already out of curiosity, how do you take care of yourself and to cure your mental health? That’s something that I feel like it hasn’t been talked a lot more, but not talked about enough. You know, there’s a lot of those stress anxiety. Uh, we like those into being a entrepreneur that a lot of people don’t see it because a lot of us see the glamorous part where it’s like, oh, nice car, us, big company employees. But how do you take care of yourself when no one’s looking.


Maggie: (00:23:10)  Yeah. And we know that you’re really into it. Just like your everyday routine. I know, we know that you’re up early. You make sure that you get your exercise, then love to know your routine as well. Yeah.  


Phoebe: (00:23:21)   Yeah, I think exercise regular exercise, not, not, not, not necessarily have to be every day, but two to three times a week. Um, um, I think I, um, I think the bad thing I got into his CrossFit a few years ago, I actually got into that for. Prepare for my wedding. I just want to look good in the wedding dress, but then that habit stick at very efficient training, um, process to, to keep my, uh, you know, base, uh, health, very strong enough, uh, bypass the body part. Actually, I don’t train that for that animal, but I think a little bit weight training is very efficient, um, to give you that basic level of, of health. Um, actually since COVID, I didn’t even have any cold. Uh, because I will be very aware too. I have a fever. Do I have a cold right during the whole COVID I think everyone, I, then I noticed I didn’t even have a single coat because maybe wear a mask or I don’t go out that much because I didn’t even get any flu. Usually if I have a cold it’s flu. So just by my normal day to day, I don’t have any sickness for like the last 18 months and eating healthy. I have stopped eat meat for. A couple of years because my husband is a long-term vegetarian. Uh, so after we met each other, we kind of learned something in the middle. So we become more like a pescatarian, so some occasional seafood, but don’t eat meat. Um, so I, I think that also helps. Um, so our diet diet is quite clean. Um, yeah.


Bryan: (00:24:57)   In terms of like how you take care of your mental health in terms of like the house.


Phoebe: (00:25:05)   So I think actually, you know, exercise helped mental health. So sometimes, um, every weekend we, we always try to be outdoor or doing lockdown. We just do daily walk. If I of go to the gym and, uh, or I like, uh, when I can we actually do an, a COVID we take on the habit of sailing. Cause that’s the place where you can take off your, um, mask when you are out in the sea with freshwater. Um, so I think. During sauce when I, that was when I was back in Shanghai, right. I also went through SAS. So at the time, how to keep me in saying it’s all the gold play golf though. I hate golf, but it’s only, only you go out on the green. So I think be in the green bean, a nature environment, it’s really healing. So if you can either the ocean or. Uh, the greens, you know, if you have, have something, if I have a backyard or go out for a walk in the woods, uh, I think that’s really recharging. And also sometimes do, do you guys have that down dog app find that also are useful? I also like that inside time, or there’s a yoga nidra, uh, which has helped sleep. I think it’s to sleep enough. Um, I think running a startup doesn’t mean you don’t sleep. You still need to. I only sometimes jeopardize Smith’s sweep only if I know it’s a short period of time. I will not run that deficit for a long time because that’s definitely damaging or mental health. If you don’t have good and quality sleep, um, it makes such, such a big difference. So I have, uh, all roaring to track it. So even it might be not that a hundred percent accurate, but. It gives you that baseline and also awareness. If you everyday check your number. Oh, okay. Last night. It seems not one of my great nights. Maybe today I shouldn’t push too hard or have a nap. Um, usually I have, if I feel very tired in afternoon, I just turn on that. You’re going to Indra and just like power that for 20 minutes, I have a hack. Uh, so before that drink a cup of coffee, do that. And 20 minutes if clicking and you don’t need an alarm to wake up. So the caffeine, you wake you up, then you feel like instantly energized two, two, two, two launching into work. But a reason I feel because my night sleep quality is getting better and better. I don’t need that, um, afternoon nap anymore. Like the whole day I stay quiet. Quite alert or energetic. I think so if you get that eight hour solid sleep, that also solved a lot of mental health issue. Um, and, and talking about anxiety. Yes. During the COVID that’s, when also we would try to close that runway. We were thinking we might not be able to close around. So that’s a lot of, definitely a lot of anxiety going on and you notice in the body at that time, I have this. Rash on my body. I don’t know where it comes from. It’s like, is it allergic or something? I think it’s stress. Uh, I saw, I Googled it. I’ve gone through as your Google, everything. I think it’s almost like the stress rash, um, for one week or two week, and then it starts to go away. So I also notice your mental health direct from, to your body, right? Your body is gonna manifest that stress somehow. Uh, you know, so should not just like, let it sit in. So. Have to release, uh, release it somehow by exercise or meditation or whatever. We just have to do something. Otherwise your body will already warn you like something is wrong. Um, but I think I also lucky I have a very supportive husband. I think a lot of men also say, you know, that they have a supportive wife, but to say it’s vice versa, you know? That’s a lot of emotional support here, right?


Bryan: (00:28:50)   Yeah, absolutely. Yeah. Yeah. You need to talk to one of the events, someone with things are just feeling bad. He goes bad every day.


Maggie: (00:29:04)   I think a lot of founders, they are not aware of. Their mental health and the fact that they need to rest sometimes and how much is too much right. And what they need to do moving forward. Um, I do want to talk a little bit about your product. So I know that we know that attitude is now using the world’s first 100% organic bamboo lyocell fabric.I want to know about the process of just inventing this fabric. And just like the trials and errors that you went through. Cause I know that, you know, there’s so many other bloggers out there that are trying to perfect their product and they go through so many iterations and trials and errors and processes of perfecting it. Talk about, you know, the process that you went through, just trying to like perfect. This, I’m sure you went through many, many different iterations such as trying to perfect. The perfect.


Phoebe: (00:29:50)   Yeah. Yeah. Well, I think, I think a lot of technology’s always built on former technologists. And I think also think, I’d say at the time when I started it, that I did also notice a lot of innovation happened in the fashion industry. They are always a bit ahead of the home textile, uh, and just being more, um, more resource or consumer demand. So the fashion industry at that time was already moving that way and there’s a lot of new and interesting. Uh, you fabric possible technology was, was, was around or factories or institutes that are developing those. Um, so the bamboo Lysa technologists kind of the, to turn bamboo into fabric is not that new. It’s actually already been around 20, 30 years, but the first and the second generation is not that. Eco-friendly sustainable at the think it was with the bamboo itself. Yes, but the process, uh, which is rayon viscose process is still use toxic. Um, materials are used and need a lot of water. Um, so the lifestyle technology is kind of standing on the former technology, but the refine that process to use organic, um, Amazon to dissolve the bamboo. So there’s no harmful chemical involved and also. Really refined that to turn that into a closed loop, um, production that we recycled water and the resolution itself, uh, within that store. It’s more efficient and also much more sustainable. So last year we actually did a three party LLC CA uh, report analysis to just compare our production to cotton. So it’s kind of scientifically approved, approved. You save, um, 500 times more water. So once she said, uh, our sheet said, once she said only. Use 18 gallons while, uh, uh, cotton one use a thousand gallons, but a lot of water usage of cotton is really on you grow the cotton that need a lot of water, which will rely on rainwater, which almost like none, th the most water consumption has interesting, not in a production because we also recycled water in the production is Asher come from electricity. We use because you need generators to dissolve the power and the spanner into a fiber. And. To generate electricity. You need some amount of water. So that’s almost like very minimal. Um, so we also like fully carbon neutral now. Um, so just to see how we can just like the least impact, uh, product, um, yeah.


Maggie: (00:32:23)  Yeah, that’s amazing. I love just learning about the science behind it. It’s how you’re continually trying to find ways to be more sustainable. Yeah. And so aside from bedding, you know, today you also offer like sleepwear and accessories, bath towels road, so many other different products. When did you decide? Okay, now we should probably expand past studying and go into all these different other products. And what was that process like when you decided to kind of expand it to other products?   


Phoebe: (00:32:52)   Yeah. So the, the sleep where the PJ is really the consumer asked for it. So. And the consumer, right to us, you are betting so comfortable. Sometimes they just wear the flat sheet, a lounging around, I guess, this want to be wrapped into that silky fabric, or can you make that into proper PJ’s that we can actually wear? I think sure. If you want it, um, it’s just cut in. So it’s the same fabric. So that’s actually really purely from the, the consumer demand. Uh, and then since there has always been popular, um, Especially during COVID PJ is setting really well or everyone want to, you know, very comfortable with soft material and lunches, like laundering, even work from home. Uh, and I think the bath usually bed and bath, like it’s a very natural extension and we also be able to use the same  material, but in a different weaving into other towel, weeding, but at the yarn is pretty much the same. So it has all the benefits the bedding has. Um, so a lot of, I think first is from what is. Uh, the fiber, the fabric strength is on its softness. Um, it’s, uh, sustainably, it’s healthy to, to, to your skin. There’s no, um, bad chemicals. So I think anything actually touch your skin, I think is where the next. Expansion is like more like, you know, that would be something around your skin that I think we can all explore. So that’s what the sorting, so play on stress. Definitely. Like I will not go on. Okay. How about we make a shoe? Like I know nothing about shoes. We might not. Yeah. Or less. Do some furniture now. So maybe we kind of, yeah, always kind of soft goods. We call it if it’s, there’s an industry word about it’s like soft goods.


Maggie: (00:34:38)   Yeah. That’s good. I love how you kind of incorporate your customer’s feedback because that’s,


Bryan: (00:34:43)   I mean, so what’s next for you and your company, you know, you want to hear and what the plans are through the rest of 2021.


Phoebe: (00:34:53)   I think the milestone. So I think we are very close to B or B, B Corp. So there’s a, some final steps and yeah, so hopefully it definitely, hopefully that can be. Um, realized this year, uh, and also we are finalized our, we want to also commit to a few off the, uh, the United nations, um, environment, NGOs, the UN SDG goals are, there are 17 of them. Um, we are as diff as we will commit to three to four of them and have a roadmap. Um, so we are already carbon neutral. We probably didn’t want to look for the how to be carbon negative. Um, so not even just neutral, but also how to take back or historically how much we generated. Um, so definitely pushing more in that boundary and, uh, this year a big project we’ll refine our packaging to be also more sustainable and also look good. Um, Um, and also keep pushing on the, on the revenue size. So probably yeah. Can new products and you’ll call us that there’s a lot going.


Bryan: (00:36:00)   I love the vision, so


Maggie:  (00:36:04)   yeah, we’re excited to hear more from, so I do have a question I wanted to know, like as a consumer. In your perspective, what are some habits that consumers can adopt to ensure that they are more eco-conscious and, um, promoting sustainability? Like if I don’t, if I just don’t know where to start. Right. Um, but I do want to make a good impact on our environment. And how do we want to promote sustainability? Do you have any tips on consumer habits that we can add?


Phoebe: (00:36:33)   I think the F the most impacted always look, they consume less. There’s email. Okay. Our product is a bit better than conventional, but it still have an impact. Um, the, if you can recycle, reuse, um, it’s always better. So, um, but then if you buy it new products, make sure it’s high quality. It has a lot on product, um, lifecycle or the company might. Figure out a way how to recycle it. Um, so it’s also has minimal impact. I think it’s, it’s, it’s the first step. Um, I’m not sure if anyone can give up meat, but actually consume less meat is also, that’s a lot of, um, um, emission there. Uh, but I love those like, um, beyond meat. I think, you know, I still sometimes missing that, that tastes it’s, it’s fine. Right. We are human, but it’s, so it’s all about entrepreneur figure out product that as good as the conventional wines that they shouldn’t like want a consumer to sacrifice. Right. Um, so, so I think by light, by less, um, by multi-functioning things. So if one thing, uh, shoots like multi-function thing is also cut waste. Um, and also if you can repair something, not just throw it away, try to repair it. So definitely love what Patagonia do that. Like repair things. It’s all almost also significant cut the carbon emission off of a product. Um, and yeah, if, if you, if you can walk, then walk a bike instead of drive everywhere. Uh, so we also encouraged in a company to carpooling or, or. I’m thinking of buying a bike. Um, Yeah. Yeah. So during COVID, because see the RA the, the, the is so click and see really fine. I can see the snow moments. You can see up to the sea. Well, now you can’t see it. And it, the, the small coming back again, it’s very obvious evidence.


Maggie: (00:38:39)   That’s very helpful. Thank you so much, baby. So we have one last question for you, and that is if you could give one advice to an aspiring entrepreneur, but with that one advice, you.


Phoebe: (00:38:51)   Yeah, I have one on one of my favorite. So some people always, always laugh. It just awesome. A ton of advice and then actively ignore most of it because nobody knows your company better than you. So even in era, we have a lot of advisor mentors. Sometimes they can come in and give 180 degree. Different advice is right. If you don’t have your own sort process who you should listen, that you don’t know what to do, you’re also like. Free froze. Like, okay, this person said, Hey, that person’s had to be, what should I do? Right. So, so you should trust yourself that, you know, what’s the best for your company, but to hear a lot of advice to take feedback, it’s, it’s just through, they might show you the blind spot. You didn’t aware before then you can make a good decision based on that. Um, but they definitely need to make your own thinking. And what’s the best solution for your company at that particular moment? You know, some advice maybe. Correct. But not yet. Maybe two years down the road is, you know, what is the best solution for at that, at that particular time for your particular company and, um, is what, you know, people need to think about otherwise, like there’s so many advice everywhere.


Maggie: (00:40:05)   Yeah. So it’s like, listen, but don’t be overly influenced by everyone. Yeah, exactly. Exactly. I can I, where can I listen to us? Find out more about you and Editude online?


Phoebe: (00:40:17)   Yeah, well, definitely visit our website and if you’re interested in our impact report talking about, um, the sustainable effort and, uh, we, we put in, um, so you just look at the footer, there’s a link called impact. That’s linked to our last year’s impact report is which is. Also our first impact impact report. We will release, uh, when each, each year from now on. Um, so there’s a lot of, um, data in there. If you’re interested to read it can know a lot, a lot about our products, uh, our, uh, internal process, our company culture, uh, and they can always find me on LinkedIn. Happy to connect with any other entrepreneurs.


Maggie: (00:40:59)   Awesome. Well, thank you so much, Phoebe. It was amazing hearing your story today. Thank you so much for being with us.  


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