Summary

Sole Rebels, is a footwear company based in Addis Ababa, Ethiopia that creates handcrafted eco-friendly shoes from sustainable and upcycled materials. They’re known for being the first Fair Trade-certified footwear company from Africa and for creating jobs in Ethiopia, selling globally online and in retail stores. (Source) The brand is best known for transforming used car and truck tires into durable soles, combining them with organic cotton, jute, hemp, and other indigenous plant-based fibers to create stylish, low-impact footwear. Most of the production is done by hand in Ethiopia by local artisans, preserving traditional techniques while maintaining a very low carbon footprint. (Source) Beyond the products themselves, SoleRebels emphasizes ethical and fair labor practices. It provides above-average wages, comprehensive medical benefits, and educational support for workers, and strives to empower communities by creating well-paid jobs and opportunities for artisans who might otherwise lack employment. The company’s approach has earned it global recognition for fair trade and sustainability, with its shoes now exported to dozens of countries worldwide. (Source)

Story

Founder Bethlehem Tilahun Alemu grew up in the Zenabwork neighborhood of Addis Ababa, where she saw the high unemployment rate among its residents despite it being a community having strong artisan skills. Her goal was to create meaningful, community-based jobs by combining those local craft traditions with sustainable business practices, starting the company with a small team of artisans and locally sourced materials. (Source) Alemu’s idea grew out of her desire to harness Ethiopia’s traditional recycled tire-soled shoe craft and turn it into a global, fair-trade certified footwear brand that could compete internationally while uplifting her community. (Source) Alemu founded the company in 2005.

Pic credit: Sole Rebels (right and top)