Creating an eco-friendly product checks boxes for environmentally conscious consumers. But how do you do it in a way that doesn’t compromise your product?  In today’s episode, I sit down with Phoebe Yu and Kat Dey, the co-founders of Ettitude — a DTC bamboo bedding, bath and sleep essentials line that aims to become “the Tesla of bedsheets.”  Phoebe and Kat share their views on being eco-friendly while also offering a product consumers love using, why bamboo is more environmentally friendly than cotton, and how joining the Founders Pledge will continue to help the environment if they ever choose to exit Ettitude.  You’ll also hear tactics on using entrepreneurship as a creative outlet, how and when it makes sense to set up a B-corp and how Phoebe and Kat went from unique immigrant backgrounds to partnering to launch Ettitude.  Key Takeaways with Phoebe Yu & Kat Dey How Phoebe and Kat went from immigrant backgrounds to launching Ettitude. How entrepreneurship can serve as a creative outlet. Why Phoebe and Kat chose to start a business focused on bedsheets. How did Ettitude determine when it was time to expand their product line? Using customer feedback to align business strategy as a D2C company. The supply chain lessons that emerged from the COVID pandemic. The concerns around fundraising in a rocky economic climate. The eco-friendly data behind sourcing products from bamboo instead of cotton. The social and ecological dynamics of operating a B corp. How Ettitude envisions being the "Tesla of sheets." The Founders Pledge that requires companies to commit a percentage of their future exit value to help the environment. Want the Full Show Notes? To get access to the full show notes, including audio, transcripts, and links to all the resources mentioned, visit Retention.com/19 Rate & Review If you enjoyed today’s episode of Ten Years In The Making, hit the subscribe button on Apple Podcasts, Spotify, or wherever you listen, so future episodes are automatically downloaded directly to your device. Connect with Adam Robinson: LINKEDIN: https://www.linkedin.com/in/adamtalksemail/  Get The Podcast on: APPLE: https://podcasts.apple.com/ca/podcast/10-years-in-the-making/id1656993308 SPOTIFY: https://open.spotify.com/show/4LPWNrljdXFv0caHvfQUIv?si=qiHzoPUdR-6TSgUJOiwyrw YOUTUBE: https://www.youtube.com/channel/UCBJe-176R0xRyfb9eBk80Yg?sub_confirmation=1