She Turned Recycled Tires into a Global Footwear Empire

In the Zenabework neighbourhood of Addis Ababa, where Bethlehem Tilahun Alemu grew up, ingenuity wasn't a choice; it was a survival skill. She watched as her neighbours, gifted with incredible artisanal skills, remained trapped in a cycle of poverty because they lacked a bridge to the global market. Bethlehem didn't want to start a charity; she wanted to start a revolution. In 2004, with $5,000 from her family, she founded soleRebels. Her idea was simple yet radical: take the traditional Ethiopian "selate" shoe, traditionally made from recycled car tyres, and refine it into a high-fashion, sustainable brand that the world would crave.

The journey of a "soleRebel" began with the material. Ethiopia has a long history of recycling, and Bethlehem leaned into this heritage. By using hand-loomed organic cotton, natural fibres like jute and hemp, and the signature recycled tyre soles, she created a product that was "eco-sensible" long before sustainability was a buzzword in Paris or New York. Speaking to CNN in a retrospective on her career, Bethlehem noted that her goal was to prove that "fair trade" didn't have to mean "pity." She wanted people to buy her shoes because they were the best-designed, most comfortable footwear on the shelf, not just because they were made in Africa.

The struggle was to move from a backyard workshop to a global retail powerhouse. Bethlehem had to navigate the complex logistics of international shipping from a landlocked country and convince high-end retailers that an Ethiopian brand could meet rigorous global standards. She succeeded by maintaining absolute control over her supply chain and ensuring that every worker was paid three to four times the industry average. In 2011, soleRebels became the first footwear company in the world to be Fair Trade certified by the World Fair Trade Organisation (WFTO). By 2026, the brand will have expanded to dozens of standalone stores across the globe, from Tokyo to Silicon Valley, becoming a symbol of "Afro-Luxe."

Bethlehem’s vision has never stayed in one lane. Recognising that Ethiopia’s greatest gift to the world, coffee, was often exported as a raw commodity with little value added locally, she launched Garden of Coffee in 2016. Using the same philosophy of local empowerment, she created a "roast-to-order" model that keeps the majority of the profit within Ethiopia. As of early 2026, she is integrating blockchain technology to provide complete traceability for every bean and every stitch in her products, ensuring that the "rebel" spirit of her brands remains transparent and authentic.

Today, Bethlehem Tilahun Alemu is one of Africa’s most celebrated businesswomen, but she remains a "maker" at heart. She is often found in her Addis Ababa workshop, experimenting with new natural dyes or weaving patterns. She has shown the world that Africa’s "poverty" is a myth, and its true wealth lies in the skilled hands of its people. As she famously stated at a World Economic Forum: "We are not looking for a handout. We are looking for a market."

Lessons for Budding Makers

Bethlehem Tilahun Alemu’s rise offers two powerful lessons for any African creator:

1. Heritage is a Competitive Advantage: Don't ignore the "old ways" of your community. Bethlehem took a traditional, humble shoe (the selate) and used its history to tell a story that resonated with global consumers. Look at the crafts and materials around you; they are your most unique assets.
2. Pay More to Build More: soleRebels succeeded because its workers were invested in the brand’s success. By paying fair-trade wages, Bethlehem ensured high quality and low turnover. Investing in your people isn't just "kindness"; it's a solid business strategy that protects your brand's reputation.