"Reversing the discourse on African development from one of poverty alleviation orchestrated by external actors, to one of prosperity creation led by local Africans, maximising their talents and resources", is what Bethlehem Alemu preaches through her sustainable footwear brand, Solerebels. SoleRebels is an Ethiopian-born, committed, ethical and successful artisanal company. It is also the only fair trade certified shoe company in the world. Let's find out more about this company which, through the adoption of digital solutions, is working to achieve the Sustainable Development Goals related to the end of poverty, innovation, decent work and economic growth.
Deploying local resources to create a global brand
In 2004, Bethlehem Alemu launched SoleRebels .in his village, Zinabework, in Addis Ababa. The company, which produces modern and original shoes inspired by traditional Ethiopian shoes with recycled tyre soles, now has five employees. The vision is to create and develop a world-class brand, using locally available craft skills and natural resources. This would enable generate more jobs and growing prosperity for workers and the community.
18 years later, SoleRebels has become an African brand with global reach, a strong identity, transparent practices and a real desire to put people at the heart of the process. The brand is seen as Africa's answer to brands such as Nike, Reebok and Adidas.
For its founder, who is on the Forbes In the 2012 edition of the 100 most influential women in Africa, SoleRebels reinvented artisanal footwear and crafts. Indeed, the company has given local talents, previously ignored, the opportunity to express and enhance their art in the market. SoleRebels thus offers craftsmen more visibility and the ideal conditions to develop their know-how.
And this model will soon bear fruit. The SoleRebels craftsmen are constantly innovating. Using recycled car tyres, vegetable fibres and other materials, they local sustainable materialsThey have reinvented the traditional Ethiopian "barabasso" into authentic, chic and quality shoes. In addition, SoleRebels employs artisanal spinners who have developed a new weaving technique, resulting in a new, more breathable and absorbent fabric. This fabric is used to line the shoes and straps of the sandals, making them more comfortable and aesthetically pleasing.
Thus, SoleRebels shoes will quickly travel around the world, from Asia to Europe and the United States where the company has established its distribution points.
SoleRebels: an ethical, environmentally responsible company with a real impact on its community
SoleRebels has always set itself the challenge of having the minimum carbon footprint in its manufacturing, while guaranteeing its customers modern and authentic looks. This appeals to the increasingly discerning consumer.
But above all, SoleRebels' strength lies in its roots on the African continent and its ethical dimension. Bethlehem Alemu built the business model of his company by putting his workers at the beginning and end of the value chain, giving them compensation and benefits that boost their pride and commitment to the success of the business. SoleRebels is therefore committed to creating products with a positive impact, not only on its customers and the planet, but also on the life of its community.
As an example, SoleRebels pays on average four to five times the legal minimum wage, and more than three times the average wage in the sector. It also offers unique social benefits, such as 100 % medical coverage and on-site medical check-ups. It has also set up a education fund and their children, as well as for the transport of disabled workers. This dedication to the community has earned the company the distinction of being the only footwear company in the world to be certified as Free Trade by the World Fair Trade Organization (WFTO).
SoleRebels uses sustainable materials sourced directly from nature and carefully designed to minimise their environmental impact in the design of its shoes. Her goal is to create products that are both eco-friendly and world-class, bringing prosperity to her community. For the founder, it is clear that creating prosperity is the only way to eliminate poverty. And to create prosperity, you have to create something world-class. Today, SoleRebels' ambition is to have 500 shops and a turnover of 1 billion dollars by 2028. This will be a source of pride for Bethlehem, its workers and all those who will be involved in the company's development.
