Meet Ethiopian Female Shoe Designer Who Hopes for Repeat Success With Coffee


Bethlehem Alemu solerebels
Bethlehem Alemu founded SoleRebels in 2005, a company that makes shoes from old tires.

Bethlehem Alemu’s shoes have been sold worldwide by Amazon(AMZN, Tech30), Urban Outfitters (URBN) and Whole Foods (WFM). When she started her business the Ethiopian accountant had much more modest ambitions.

“I wanted to do something that would give me job opportunities myself and the people around me,” Alemu said. “I immediately thought ‘I have to start a small business!'”

Alemu felt she had to do something about unemployment and poverty in the Ethiopian capital, Addis Ababa.

So she quit her day job in 2005 and founded SoleRebels, which turns scraps of rubber from old tires and other recycled material into stylish footwear.

SoleRebels 02
The shoe’s sole is made out of old rubber tires.

The company, which sold 125,000 pairs of shoes in 2016, has already delivered its promise of work. Since opening, SoleRebels has created 1,200 jobs and plans to have more than 3,000 full-time Ethiopian employees by the end of 2018 when a new production facility is complete.

The jobs pay well too — three times the average wage, according to Alemu.

“I was born here in Ethiopia and I grew up here so I saw the state of people — the way they lived and the way they worked, and I felt if I had a company (it) should pay a certain amount of money so the employees can take care of themselves and their families,” she said.

Solerebels 01
SoleRebels has several stores worldwide and is also stocked by Amazon, Urban Outfitters and Whole Foods.

Ethiopia’s economy has been enjoying a period of strong growth, in stark contrast to decades past when the country was blighted by war and famine.

Alemu is hoping to do more for Ethiopia’s recovery with a new business she’s about to launch: Garden of Coffee.

Garden of Coffee Bethlehem Alemu
Alemu’s newest project is a Café-Roastery, Garden of Coffee, which is opening in Ethiopia’s capital.

Guests who visit the Addis Ababa cafe will be able to watch local coffee beans being roasted and ground.

While SoleRebels and Garden of Coffee may seem worlds apart, Alemu believes they both show how resourceful Ethiopia can be.

“I began Garden of Coffee so that people everywhere can experience the magic of hand-roasted Ethiopian coffees, roasted at their source by Ethiopia’s finest coffee artisans,” she said.

Alemu is hoping to open three cafes in Abbis Ababa, before expanding to the U.S. and Europe.

About Emerald Mandela 1552 Articles
At African Entrepreneur Startup Project (AESP) the future means diversification. As the stepping stone into a great future, we offer the best services in business development, consulting, mentorship, business support services and SMEs funding. #GetRichChallenge


  1. Saved ass a favorite, I likee yolur blog! Hi! Somesone inn mmy Facebook
    grou shwred tjis sjte wjth us soo I came too takle a
    look. I’m definitely enjoying tthe information. I’m book-marking and will bbe tweeting this too mmy followers!

    Terrifioc blopg aand gret styloe andd design. I have bbeen browsxing onlinme more han tyree hkurs today, yett I neve fkund aany interestting articl like yours.
    It iss retty worh enough foor me. In myy view, iif
    aall ssite owqners andd bloggters madee goold
    conteent aas youu did,the interneet wioll bbe mych mmore uuseful
    than evr before.

  2. I would like to thank you for the efforts
    you have put in writing this blog. I really hope to see the same high-grade content
    from you in the future as well. In truth, your creative writing abilities has motivated me to get my very own blog now ;

Leave a Reply


Your email address will not be published.