Bethlehem Tilahun Alemu is an Ethiopian entrepreneur and the founder of SoleRebels, one of Africa’s most successful eco-friendly footwear brands. Growing up in a small village near Addis Ababa, Bethlehem saw both the incredible talent within her community and the economic challenges many faced. Determined to make a difference, she founded SoleRebels to showcase Ethiopian craftsmanship
thiopian shoemaking into an internationally celebrated brand is an inspiration to entrepreneurs across the world.
(FM): Bethlehem, it’s wonderful to have you with us! Let’s start with your roots. What inspired you to build SoleRebels?
Bethlehem Tilahun Alemu (BTA): Thank you, it’s great to be here! My inspiration came from seeing the incredible skill in my community and the need for sustainable employment. Growing up, I watched talented artisans create beautiful traditional footwear, yet they often struggled to earn a living. I knew these skills could create a global brand, and I wanted to show the world what Ethiopia has to offer while creating meaningful, lasting jobs.
FM: That’s such a powerful mission. How did you get started with SoleRebels, and what challeng
es did you face in those early days?
BTA: In the beginning, I didn’t have a lot of capital, but I was determined. We started small, using local materials to handcraft each shoe. The biggest challenge was changing perceptions. People outside Africa often have narrow views of what we can achieve. I wanted to create something that would defy those expectations. Convincing international retailers and customers to see our products as high-quality and unique was a big hurdle, but once they experienced our products, their views shifted.
FM: SoleRebels has become renowned for its sustainable practices. Why was eco-friendliness so important to you from the start?
BTA: In Ethiopia, we’ve always been resourceful, reusing materials out of necessity. It made sense to integrate that ethos into SoleRebels, where we use recycled tires for soles and hand-spun organic cotton. For us, eco-friendliness isn’t just a trend; it’s part of who we are. By creating a green business model, we not only protect the environment but also show the world that sustainable products can come from Africa.
FM: You’ve gained global recognition and have stores in multiple countries. How has
this expansion influenced the SoleRebels brand?
BTA: Expanding internationally has been rewarding. It’s allowed us to share Ethiopian culture with the world and create a global platform for African artisans. Each store is an ambassador for our values, our craftsmanship, and the diversity of African design. I believe it’s essential to stay true to our roots as we grow, so every shoe and every store embodies our Ethiopian identity and commitment to quality.
FM: Building a brand that bridges cultures is incredible. What advice would you give to other African entrepreneurs looking to scale globally?
BTA: My advice is to believe in your product and your story. Africa has so much to offer, from culture to creativity, and the world is ready for it. Don’t be afraid to be authentic – it’s your biggest strength. Also, quality is non-negotiable. When you hold yourself to the highest standards, people will notice, and that’s what sets you apart.
FM: Your journey has inspired so many. What do you think is next for the African fashion and design industry?
BTA: I think we’re on the cusp of an African design renaissance. There’s a growing appreciation for African aesthetics and ethics in fashion. I’m seeing more brands emerging that focus on sustainability, heritage, and craftsmanship. The world is recognizing Africa as a leader in fashion and design, not just for its resources but for its creativity. I believe we’ll see African brands becoming household names globally in the next decade.
FM: That’s an exciting vision! Lastly, what’s next for SoleRebels and for you personally?
BTA: For SoleRebels, we’re looking to expand into more countries and continue evolving our sustainable practices. I’m also working on new projects to support local artisans and build other platforms for African creators. My goal has always been to show the world the best of Africa, and I want to keep driving that mission in as many ways as possible.
FM: Bethlehem, thank you so much for sharing your journey with us. Your story is truly inspiring!
BTA: Thank you for having me. It’s been wonderful sharing this, and I’m excited to see what the future holds for African entrepreneurs.
