by FLORENCE BEAUGE
Bethlehem Alemu was voted a “Woman to Watch” as part of Forbes World’s Most Powerful Women list PHOTO/soleRebels Facebook page
ADDIS ABABA – Initially, her idea was to provide work for her family in her native village of Zenabework, about 30 kilometers from Addis Ababa, the Ethiopian capital.
When she announced that she was going to start her own company on a plot of land lent by her grandmother, everyone said: You are crazy! You are a woman. Worse yet – an African! You have no chance of making it!
Bethlehem Alemu did not give up. Eight years later, her company has earned her international recognition and helped changed the image of Ethiopia. Using artisanal craftsmanship, soleRebels makes shoes that are cool and comfortable, but also good for the planet and certified Fair Trade.
SoleRebels only uses materials produced in Ethiopia: organic cotton, organic jute, koba plant fiber, leather and… used tires. The soles are made from recycled tires, just like the sandals worn by the Ethiopian rebels as they were fighting off the Italians in 1935. Hence the name – soleRebels.
For the rest, the shoes are modern, colorful and comfortable. And beautiful to look at. Case in point – their huge success in the UK, U.S. and Asia. Today, soleRebels is competing with the big brands on the international market.
Bethlehem Alemu has been amassing prizes and distinctions. She was voted a “Woman to Watch” as part of Forbes annual World’s Most Powerful Women list. The most surprising thing when you meet the 32 years old entrepreneur is her will. Small, energetic and almost distant, except for when a smile suddenly illuminates her face, the young woman speaks fast, without elaborating. She has the natural reserve of the Ethiopians.
Le Monde Diplomatique/World Crunch for more