Africa’s Most Successful Women: Bethlehem Tilahun Alemu : Forbes

by yeEthiopiaforums

Every now and then, I profile outstanding African women who’re making giant strides in business, politics, technology, entrepreneurship and leadership on the continent and elsewhere around the world. This week, I profile the spectacular Bethlehem Tilahun Alemu, an Ethiopian entrepreneur and the founder of SoleRebels, a thriving eco-sensitive footwear brand that pundits hail as Africa’s answer to brands such as Nike, Reebok and Adidas.

Entrepreneur Bethlehem Tilahun Alemu was born and raised in Zenebework, a small, impoverished rural community in Addis-Ababa, Ethiopia. As a child, she discovered that people of her community were living in abject squalor because there were very few jobs available.

SoleRebels founder Bethlehem Alemu

SoleRebels founder Bethlehem Alemu

While the most of the locals were unemployed, Bethlehem discovered that several of them possessed remarkable artisan skills which remained largely unexploited. This observation drove her to brainstorm on ways through which she could transform the skills of her community members into a sustainable enterprise that could generate livelihoods for them, and create wealth over the long term.

By 2004, armed with startup capital sourced from her husband and members of her immediate family, Bethlehem mobilized artistically-gifted members of her community and founded SoleRebels– which has become one of Africa’s most recognizable footwear manufacturers.

Basically, SoleRebels produces footwear locally that often features a strong infusion of ancient Ethiopian culture with subtle undertones of modern, western design influences. Practically, all SoleRebels shoes are redesigns and reimaginations of the famous Selate and Barabasso shoe, a traditional recycled tire sole shoe which has been worn by Ethiopians for a very long time. The Selate and Barabasso shoe was famously worn by Ethiopian rebel fighters who vehemently opposed western forces from colonizing the country. As matter of fact, that’s where the name ‘soleRebels’ emerged from.

SoleRebels manufactures comfy sandals, slip-ons and lace-up shoes hand-crafted from recycled, weather-beaten tires and an assortment of locally-sourced natural fiber ingredients such as the ancient Koba plant (an indigenous plant which has been cultivated in Ethiopia for over several thousand years) and organic Abyssinian jute fiber which are used mainly in creating the mid-soles of SoleRebels shoes. By blending this ancient recycling tradition with contemporary, western-influenced, hip shoe designs, SoleRebels has built a successful footwear brand utilizing a production process that is zero carbon production and very eco-sensitive. All of SoleRebels shoes are hand-crafted by Bethlehem’s staff of over 100 people strictly using Ethiopian craft practices such as hand-spun organic cotton and artisan hand-loomed fabric.  And the company sources all of its raw materials locally.

Today, shoes under the SoleRebels brand are sold in over 30 countries around the world and through various e-commerce sites like Amazon and Endless. SoleRebels also sells its products through its own e-commerce site. Prices vary, but you can get a pair of SoleRebels for anywhere from  $20 to $100. Read More on Forbes.com

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6 comments

muluken January 7, 2012 - 4:29 pm

Interesting and inspiring. Go girl

Reply
Higu January 13, 2012 - 7:19 am

Ethiopia today needs such enterpnuers. She has got her speciality. If every one got hís speciality no much survival strugle much.

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Miftah shemsu March 14, 2012 - 8:27 pm

Awesome! to hear this!!! it is with the increment of such kind of people this country problem get solved besides z outentic parameters for development!!!!

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Desalegn Kebede Kaza March 19, 2012 - 9:35 am

It is awsome! I appreciate this girl! She is effectively putting her visions in to practice! Keep it up!

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firhot ayalew Gorew March 28, 2012 - 9:13 am

በጣም ጥሩ የሆነ ነገሮችን ብታቀርቡልን ለእኛ ይጠቅመናል የምንናለቸውን ኘሮግራምች በሙሉ ለተመልካች ይጠቅመሉ የምትሉቸውን በኢምሊ አደራሽየ ብትልኩልኝ መልካም ነው እላለሁ

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ababu May 17, 2012 - 8:53 am

We hare very much proud of you GIRL!!! keep it uppppp!

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