Multiculturalism is reshaping the African fashion industry, and it’s long overdue. For years, Western influences dominated runways and magazines, overshadowing diverse perspectives. Today, designers collaborate across borders, blending traditional craftsmanship with contemporary style. This shift promotes inclusivity, respect for cultural roots, and authentic reflections of global identities. Bethlehem Tilahun Alemu, a trailblazing Ethiopian entrepreneur and founder and executive director of soleRebels, is at the forefront of this transformation.
Born in the Zenebework area of Addis Ababa, Alemu grew up witnessing skilled artisans in her community grappling with chronic unemployment. Motivated to make a difference, she founded soleRebels in 2005, harnessing her community’s talents and natural resources to create ecologically and economically sustainable jobs.
soleRebels has revolutionized the footwear industry, emerging as Africa’s fastest-growing shoe brand. Its handcrafted shoes are now sold in over 55 countries. The company has established stores in Ethiopia, Singapore, Switzerland, and Taiwan, with expansion plans in Austria, the UK, and beyond. Through these outlets, soleRebels proudly brings Ethiopian heritage to a global audience. Alemu’s visionary approach blends traditional craftsmanship with modern design, incorporating recycled materials like car tyres and organic cotton into her products.
The brand’s unwavering commitment to sustainability is evident in its eco-friendly practices. soleRebels source cotton from small-scale heritage farmers, supporting local communities while using Abyssinian hemp and locally sourced leather to reduce its carbon footprint. This seamless fusion of Ethiopian culture with international style has struck a chord globally, positioning soleRebels to become the first global retail chain from a developing nation to open 100 stores and surpass $100 million in revenues in 2017.
Alemu’s vision extends far beyond soleRebels. In 2014, she launched The Republic of Leather, a brand dedicated to designing sustainable luxury leather goods, and Garden of Coffee, a retail initiative promoting Ethiopian coffees. Her commitment to community-driven practices has profoundly impacted her local community, providing jobs and fostering economic growth.
Recognized as a Young Global Leader in 2011 and one of Forbes’ 20 Youngest Power Women in Africa the same year, Alemu has earned numerous accolades for her business leadership and efforts to shift perceptions of Africa. In 2011, she was named Outstanding African Business Woman by the African Business Awards and ranked #62 in Fast Company’s “100 Most Creative People in Business 2013.”
soleRebels’ global success challenges conventional narratives about Africa and Ethiopia, showcasing the continent’s entrepreneurial energy and economic potential. Employing 300 people in Ethiopia and distributing to 30 countries, soleRebels has partnered with market leaders like Whole Foods, Urban Outfitters, and Amazon, shipping over 70,000 pairs of shoes annually from its factory.
Featured in international media and at high-profile fashion shows, soleRebels’ unique fusion of cultural heritage and modern design captivates customers worldwide. The company’s innovative approach sets a precedent for businesses that merge tradition with modernity, inspiring others to tap into local resources and talent.
As soleRebels grows, balancing tradition with modern trends remains both a challenge and an opportunity. This balance opens doors for cultural exchange and collaboration, further enhancing the brand’s story of innovation and cultural fusion. Through this journey, soleRebels promotes sustainability, celebrates African entrepreneurship, and demonstrates the potential for positive economic and social change.
Alemu’s vision is a testament to the transformative power of African entrepreneurship. soleRebels’ impact extends beyond fashion, offering a blueprint for how businesses can uplift communities and contribute to national development. By embracing circular economy principles and community-focused practices, soleRebels is paving the way for a sustainable and equitable future.
With every pair of shoes rooted in Ethiopian heritage, soleRebels embodies hope for a brighter tomorrow. Alemu’s journey proves that African businesses can lead global change, challenge the status quo, and reshape the continent’s international image.
