SoleRebels began as a modest workshop on a plot of land in Zenebework owned by the grandmother of Bethlehem Tilahun Alemu. Today, the company utilizes recycled car tyres to produce footwear for global distribution. Born in 1980 in the Zenebework area of Addis Ababa, Alemu established the firm to provide sustainable employment for local artisans facing chronic unemployment.
Early Education and Career Foundation
Alemu grew up in Addis Ababa, where her parents worked at a local hospital. She attended public primary and secondary schools before enrolling at Unity University. She graduated from the institution in 2004 with a degree in accounting. These formative years preceded her transition into the private sector, where she sought to leverage local natural resources to create economic opportunities within Ethiopia.
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Founded in early 2005, SoleRebels emerged from Alemu's desire to showcase the skills of local craftsmen. The brand drew inspiration from the traditional seleate or barabasso, a shoe featuring a recycled tyre sole. By 2016, the enterprise reached a production milestone of 125,000 pairs of shoes annually, supporting 1,200 jobs. The company distributes products to thirty countries, with sales channels including Amazon, Whole Foods, and Urban Outfitters.
Diversification and Business Philosophy
In 2014, Alemu expanded her portfolio with The Republic of Leather, a luxury brand designed to offer customers choices regarding product design and the allocation of charitable donations. She further diversified in 2017 with the launch of Garden of Coffee, which promotes Ethiopian coffee through retail outlets in Addis Ababa. Throughout these ventures, Alemu maintains a focus on challenging external narratives about Africa, emphasizing that the continent can achieve prosperity through local entrepreneurial initiative rather than relying on external assistance.
Global Recognition
Alemu has received numerous accolades for her business leadership. In 2011, she was named an Outstanding African Business Woman by the African Business Awards and listed among the 20 Youngest Power Women in Africa by Forbes. The following year, Forbes included her on its 100 Most Powerful list. Additional recognition includes her selection as a NYC Venture Fellow by Mayor Bloomberg and a Young Global Leader by the World Economic Forum in 2011.
Fast facts
- Born: 1980, Addis Ababa, Ethiopia
- Education: Unity University, 2004
- Primary venture: SoleRebels
- Secondary ventures: The Republic of Leather, Garden of Coffee
- 2016 production: 125,000 pairs of shoes
- Global reach: Distribution to thirty countries
Questions readers ask
What is the primary material used in SoleRebels footwear?
The soles of the shoes are crafted from recycled car tyres.
Which international retailers stock SoleRebels products?
The company sells to Whole Foods, Urban Outfitters, and Amazon.