Bethlehem Tilahun Alemu: From Ethiopian Artisan to Global Icon

: Discover how Bethlehem Tilahun Alemu built SoleRebels into a global,
sustainable footwear brand, overcoming challenges and transforming Ethiopian
craftsmanship.

Bethlehem Tilahun Alemu’s story begins in Zenabwork, a modest village on the outskirts
of Addis Ababa, Ethiopia. Growing up, she watched her community struggle with unemployment and poverty, despite a rich heritage of artisanal skills that remained largely untapped.

Fueled by determination and a desire to transform her surroundings, Bethlehem
embarked on a journey that would redefine African entrepreneurship and put Ethiopia
on the global map.

Her creation, SoleRebels, isn’t just a footwear brand. It’s a movement—an embodiment
of sustainability, culture, and empowerment.

A DREAM WOVEN WITH TRADITION

In 2005, Bethlehem founded SoleRebels with a simple yet powerful idea: to turn
Ethiopia’s rich artisanal craftsmanship into eco-friendly, globally competitive footwear.
Inspired by traditional “selate” shoes—made from recycled tyres—she envisioned a
brand that blended cultural authenticity with modern design.

She recruited local artisans, many of whom were unemployed, and encouraged them to
innovate while preserving traditional techniques.

Every pair of shoes was a masterpiece, crafted from hand-spun cotton, organic
materials, and repurposed car tyres. Bethlehem’s concept was groundbreaking: a product that told a story while making a global impact.

STARTING FROM SCRATCH

Like many entrepreneurs, Bethlehem’s initial challenge was capital.
With no access to bank loans or large investors, she relied on personal savings and
modest contributions from her family.

Slowly but surely, she built her business, reinvesting profits into training workers and
improving production tools. International grants and initiatives like the SEED Initiative later recognized the potential of her venture, providing additional support.

The early days weren’t easy. Artisans lacked modern tools, and accessing raw
materials was an uphill battle. But Bethlehem, known for her tenacity, tackled these challenges head-on. She developed partnerships with local suppliers to ensure a consistent supply of quality materials and invested in upskilling her workforce.

Breaking into the global market presented another hurdle. Competing against established brands seemed daunting, but Bethlehem found her edge: sustainability and ethical production.
In an era when consumers were becoming eco-conscious, SoleRebels’ ethos of fair wages, recycled materials, and cultural storytelling resonated deeply.

BUILDING A GLOBAL EMPIRE

Fast forward to today, and SoleRebels has a presence in over 30 countries, with
flagship stores in cities like San Francisco, Tokyo, and Barcelona.
It is also the first African footwear brand to be certified by the World Fair Trade
Organization (WFTO)—a testament to Bethlehem’s commitment to doing business the
right way.

Her company directly and indirectly employs over 1,200 people, making it one of
Ethiopia’s largest employers in the artisan sector.
Workers earn more than three times the industry average, a policy Bethlehem takes
immense pride in. “When we pay people well, we don’t just change lives—we transform
communities,” she says.

MENTORS AND INSPIRATIONS

Bethlehem often credits her late grandfather, a farmer and community leader, as her
greatest mentor.

His work ethic and deep belief in the power of local communities shaped her vision. She
also draws inspiration from global leaders, including Ethiopian Prime Minister Abiy
Ahmed, whose focus on innovation and economic growth aligns with her goals.

RISING ABOVE CHALLENGES

Bethlehem’s entrepreneurial journey has been marked by resilience. When production
scaled up, she faced supply chain disruptions that threatened deadlines. Her solution?
Cultivate long-term relationships with reliable local suppliers and diversify material
sources.

Entering new markets came with its own set of obstacles. Competing against
established brands requires a unique value proposition.

SoleRebels offered more than shoes—it offered a story: a product steeped in Ethiopian
culture, made sustainably, and crafted ethically.

VISION FOR THE FUTURE

Bethlehem isn’t slowing down. Her plans include:

• ● Expanding SoleRebels’ retail presence in Europe and Asia.
• ● Introducing sustainable clothing lines.
• ● Partnering with global brands to promote eco-friendly production in Africa.

Beyond SoleRebels, Bethlehem has a broader mission: to inspire a new narrative for
African entrepreneurship. She wants to show the world that Africa isn’t just a consumer
market but a hub for innovation and excellence.

CONCLUSION: WALKING THE TALK

Bethlehem Tilahun Alemu has redefined what it means to be an entrepreneur. From
Zenabwork’s dirt roads to the global stage, she has shown that success doesn’t come
from resources alone—it comes from vision, grit, and a deep connection to one’s roots.

With SoleRebels, Bethlehem has not only created a thriving business but a model for
how sustainable, ethical enterprises can transform communities. As she continues to
dream big, her footsteps pave the way for the next generation of African changemakers.