New York (TADIAS) – When the Ethiopian footwear company SoleRebels opened its first stand-alone retail store in Asia earlier month, becoming the first African brand of its kind to do so, the mayor of Kaoshiung, Taiwan’s second largest city, sent a bouquet of flowers welcoming the business to his town.
And according to SoleRebels’ CEO Bethlehem Tilahun Alemu, customer reaction thus far has been just as enthusiastic.
“It’s been amazing,” she said. “People in Taiwan love the brand; they love the products, the look, the feel, and how we are presenting it to them. It’s fresh, exciting and very vital that they responded in kind.”
Bethlehem said the store opening anchors the company’s Asia retail rollout with a total of three Taiwan locations slated to open by end of 2012. “Our next Taiwan location will open in three weeks in Taichung,” she said. “This store will be about four times the size of the Kaoshiung store and will have some amazing surprises visually and from a merchandising perspective.”
Bethlehem added: “In about a month and a half we will open our first of two Singapore locations. And early next year, we will enter the booming Indonesian market. We also plan to open multiple U.S. locations in 2013 as well.”
Bethlehem Tilahun Alemu, Founder & CEO of SoleRebels. (Courtesy photo)
The store features a variety of styles, including sandal, slip-ons and lace-ups with price points ranging from $50 USD to $95. The company’s eco-fashion shoes are produced using indigenous practices such as hand-spun organic cotton and artisan hand-loomed fabric. Recycled tires are also incorporated for soles. The end result is environmental-friendly and top quality, vegan footwear.
“Our business model centers on eco-sensibility and community empowerment,” Bethlehem said. “We are pleased to have such great customers around the world who love our brand and our products.”
Below is a slideshow of photos courtesy of SoleRebels from its store opening in Taiwan.
New York (TADIAS) – As the World Economic Forum’s meeting on Africa wraps up in Ethiopia, The Schwab Foundation announced six winners of the Social Entrepreneur of the Year in Africa award that were presented at the Addis Ababa event on Thursday by the Forum’s Founder and Executive Chairman Klaus Schwab. The winners include Bethlehem Tilahun Alemu of Ethiopia, Co-Founder and Managing Director of SoleRebels; Sameer Hajee of Rwanda, Chief Executive Officer of Nuru Energy Group; Paul Scott Matthew of South Africa, Director of North Star Alliance Africa; Andrew Muir, also from South Africa who is Executive Director of Wilderness Foundation; and Seri Youlou & Thomas Granier of Burkina Faso, Co-Founders of the Association la Voute Nubienne.
According to The Schwab Foundation, the awardees are among a group of the foundation’s 17 social entrepreneurs from around the world who took part in the meeting. “Africa has seen tremendous growth over the past decade,” said Hilde Schwab, Co-founder and Chairperson of the Schwab Foundation for Social Entrepreneurship. “Social entrepreneurs use innovative approaches to extend access to healthcare, education, energy and housing to marginalized populations that may not otherwise be included in the traditional markets. They ensure that growth, such as that Africa has experienced, is and will be inclusive.”
“I am truly honored that the Schwab Foundation Board has chosen to recognize me in this manner,” the Ethiopian winner Bethlehem Tilahun Alemu said in a statement. “I proudly share this recognition with every single one of the talented, industrious, committed and cultured people who everyday work alongside me to make soleRebels what it is – the coolest artisan driven footwear company on the planet.”
The ceremony, which was broadcast live via a web-stream on the forum’s website, was attended by hundreds of global leaders from various sectors and dignitaries from around the continent, including former U.N. Secretary-General Kofi Annan, the secretary-general of the International Federation of Red Cross and Red Crescent Societies Bekele Geleta, and heads of state from South Africa, Rwanda, Nigeria, Tanzania, Gambia, Gabon, and host nation Ethiopia.
“We deeply believe that economic as well as social progress can best be achieved through entrepreneurship.” said Schwab Foundation Chairman & co-founder Klaus Schwab. “Bethlehem embodies the vision and values of the global social entrepreneur community, and we are proud to honor her exemplary work in creating a highly innovative, ethical and sustainable business that continues to make a strong social impact with this special award.”
The Schwab Foundation for Social Entrepreneurship was founded by Klaus Schwab, Founder and Executive Chairman of the World Economic Forum, and his wife, Hilde. Since its inception in 2000, the foundation has recognized the world’s leading social entrepreneurs in over 40 countries.
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Below are the 2012 Social Entrepreneurs of the Year in Africa:
Bethlehem Tilahun Alemu, Co-Founder and Managing Director, SoleRebels, Ethiopia
SoleRebels taps into Ethiopia’s rich artisan heritage to create durable, stylish and eco-friendly footwear for international markets. The company offers training and employment to hundreds of underprivileged workers in Ethiopia, creating a new employment model for local enterprises. By using recycled automobile tires for the rubber soles and other environmentally friendly practices, soleRebels is committed to a zero carbon footprint.
Sameer Hajee, Chief Executive Officer, Nuru Energy Group, Rwanda
With many homes in sub-Saharan Africa not connected to electricity grids, Nuru Energy works with microentrepreneurs to disseminate its Nuru LED light, which can be recharged using an off-grid, pedal-powered platform. The LED light gives up to 26 hours of light and costs one-sixth of kerosene to recharge. To date, Nuru Energy has set up 70 village-level entrepreneurs who have sold 10,000 Nuru lights.
Paul Scott Matthew, Director Africa, North Star Alliance, South Africa
In the 1990s, Paul Matthew saw the alarming impacts of HIV/AIDS on mobile workers such as truck drivers and realized these workers lacked access to basic healthcare. North Star Alliance provides mobile workers and related communities with sustainable access to high-quality health and safety services through a network of interlinked clinics known as “Roadside Wellness Centres”. Since opening its first center in 2005 in Malawi, North Star has grown to 22 centers in 10 countries.
Andrew Muir, Executive Director, Wilderness Foundation, South Africa
The Wilderness Foundation, founded in 1972, integrates conservation programmes with social and educational programmes. It has trained thousands of youth to be community leaders and national park rangers. Through its social intervention projects, young people are empowered to become financially independent entrepreneurs andbreadwinners for their families. Under the stewardship of the Wilderness Foundation, over 200 000 hectares of African wilderness has been rehabilitated and expanded in the interests of conservation and environmental protection. More than 100 000 disadvantaged/vulnerable youth have benefited from the Wilderness Foundation through our social intervention and environmental education programmes.
New York (TADIAS)- Our third highlight for Women’s History Month series is Bethlehem Tilahun Alemu, Founder & Managing Director of SoleRebels, the internationally recognized green footwear company based in Addis Ababa. Bethlehem was born, raised and educated in Ethiopia. Since she launched her company in 2005, allowing for the creation of hundreds of local jobs, she has garnered international recognition. Last year she was named one of the World Economic Forum’s Young Global Leaders. And most recently Forbes Magazine declared her one of Africa’s Most Successful Women. She is currently an NYC Venture Fellow, a program established by Mayor Michael Bloomberg two years ago that is designed to connect promising entrepreneurs from around the world with mentors and investors from leading companies in New York City.
Below is our Q&A with Bethlehem Tilahun Alemu.
TADIAS: What do you most enjoy about your work?
Bethlehem Tilahun Alemu: I really love sharing Ethiopia’s artisan heritages with the world and combining our cultural products with modern design sensibilities. For example, our sandals and shoes are lined with fabric produced from organic cotton, which we hand-spin and loom. So working in this manner not only preserves local assets, but also provides our customers with stylish and comfortable footwear. And we are constantly taking our idea further and pushing the boundaries.
TADIAS: Who are your female role models?
BTA: My mother is my role model. A simple hardworking woman who taught me the value of hard, honest work, encouraged me to get a good education and supported my desire to dream! I am also surrounded by strong, talented creative women in my company, who put in a full day of honest work in order to both elevate this company and provide for their families. Their work ethic inspires me daily.
TADIAS: What challenges have you faced as an entrepreneur and business executive?
BTA: Any entrepreneur building something from scratch is bound to face obstacles and a myriad of challenges. Its been interesting because my experience in running my company has been a very positive one. I don’t feel limitations because of my gender nor allowed myself to be limited by others’ perceptions of my gender. However, I am well aware that there have been many times when people attempted to limit me because of my gender. My belief has been in never allowing those limitations to take hold. It always carried me through and let me transcend those obstacles placed in front of me. Such experiences have made me aware of the challenges faced by women, and has made me passionate about ensuring that women around me are given all the tools they need to not simply cope with these challenges, but to flourish in spite of them. At the end of the day, the best weapon for success is performance.
TADIAS: What are some practical tips you can give for young Ethiopian women who want to follow in your footsteps?
BTA: First and foremost, I would say get a good education. That’s critical. And never be afraid of hard work. Believe me there is no such thing as “overnight success.” So get ready for reality. And never ever be afraid to dream big.
TADIAS: Please tell us briefly about yourself (where you were born, grew up, school and how you developed your passion for your work?)
BTA: I was born and raised in the Zenabwork/Total area of Addis Abeba, which is one of the most impoverished and marginalized communities in Ethiopia. When I was growing up, Ethiopia had plenty of charity “brands” but not enough grassroots effort for development. I was fresh out of college in 2005 when I embarked to shift the discourse on development from one of dependecy only on foreign aid and NGOs to maximizing local talent and resources. Our vision was to provide solid community-based jobs while creating a world class brand, which we have done.
TADIAS: Is there anything else you would like to share with Tadias readers that we have not asked you about?
BTA: We are aiming to open at least fifteen stores outside of Ethiopia by 2015. we have already implemented franchise agreements in Taiwan and are currently finalizing retail proposals in China, US, UK, Australia, Italy, Canada, Spain and Japan. We have many more exciting initiatives in the pipeline so stay tuned!
TADIAS: Thank you so much, Bethlehem, and Happy Women’s History month from all of us at Tadias!
Stay tuned for more highlights celebrating Ethiopian women role models and change agents.
— Watch: Bethlehem Tells SoleRebels’ History (2011 Africa Awards for Entrepreneurship)
New York (TADIAS) Last year, Mayor Michael Bloomberg launched the NYC Venture Fellows program, designed to connect promising entrepreneurs from around the world with mentors and investors from leading companies. The fellowship encourages national and international start-ups to locate and grow their businesses in New York City. The class of 2012 includes Bethlehem Tilahun Alemu, the Founder & Managing Director of SoleRebels — a fair trade certified green footwear company based in Ethiopia.
Bethlehem, who was born and raised in one of Addis Ababa’s most impoverished neighborhoods (Zenabwok, Total area), established SoleRebels in 2005 hoping to increase employment in her community. SoleRebels has not only created hundreds of local jobs, but it has since become an internationally recognized eco-fashion brand.
“Bringing SoleRebels directly to consumers worldwide is an integral part of our revenue and brand growth strategy,” Bethlehem said in a recent interview with Tadias Magazine. “With our unique focus on eco-sensible, recycled products as well as cultural artisan crafting, we feel strongly that it will excite footwear customers globally for a long time to come.”
The SoleRebels brand is offered online through both Amazon and Endless.com, as well as through the company’s own e-commerce website. Its products are also sold via brick-and-mortar locations like Urban Outfitters, a boutique in Addis, and a shared retail space in Asia. “We have implemented franchise agreements in Taiwan that opened two weeks ago,” Bethlehem said. “And we have franchise proposals for Australia, Italy, Canada, Israel, Spain, Japan and the United States.”
Bethlehem estimates the retail roll-out will generate over $10 million in revenue by 2016. “We feel strongly that people all over the planet want comfy, stylish and unique value priced footwear” she said.
What makes SoleRebels unique? “In three words: authenticity, style and value,” Bethlehem told us. “At our core we are artisans who aim to create the coolest and most comfortable footwear. We do this by combining our heritage with modern design sensibilities.”
SoleRebels shoes are made by hand using indigenous practices such as hand-spun organic cotton and artisan hand-loomed fabric. Tires are also recycled and used for soles. “The process is zero carbon production because historically that is the way it’s been done in Ethiopia,” she said.
Bethlehem has garnered international recognition, and earlier this year was also named one of the World Economic Forum’s Young Global Leaders. In that role Bethlehem has been tasked to launch a program in Ethiopia called Global Shapers as a key initiative to create opportunities for the youth. With Addis Ababa preparing to host the 2012 World Economic Forum Africa meeting, the Global Shapers community will be able to collaborate with the Forum of Young Global Leaders while operating out of more than 75 city hubs – from New York to Mexico City, Johannesburg to New Delhi, and Addis Ababa to Adelaide.
“I have created a strategy to build our Global Shapers community by selecting my group based on input through outreach conducted via social media,” she said. “Under the title ‘Come Change Your World’ I am inviting individuals to express why they, or someone they know in the greater Addis Ababa area, should be chosen as a Global Shaper.” The process of outreach and selection includes gathering real-time input, insights and feedback. Global Shapers can jumpstart their entrepreneurial careers by interacting with Young Global Leaders, social entrepreneurs, technology pioneers, foundations members, global agenda councils and more. Bethlehem is also selecting one Global Shaper to address the upcoming annual World Economic Forum in Davos, Switzerland.
New York (Tadias) – SoleRebels, one of Africa’s leading green-footwear brands, has announced the launch of its new e-commerce website. The Ethiopia-based company’s eco-fashion shoes – nicknamed the ‘Nike of Africa‘ – are produced using indigenous practices such as hand-spun organic cotton and artisan hand-loomed fabric. Recycled tires are also incorporated for soles. The end result is environmental-friendly and top quality, vegan footwear.
SoleRebels founder and managing director Bethlehem Tilahun Alemu, who recently became the first Ethiopian to win the annual African Business Awards, says her company intends to grab a share of the growing online shoe industry.
“We are very excited about the launch of this new site as it will allow global consumers to buy direct from the soleRebels source using multiple online payment formats from credit cards to PayPal,” Bethlehem said. “We strongly believe that consumers want to touch, feel and interact with the soleRebels brand and the soleRebels site is the place for them to do that.”
SoleRebels footwear is also available for purchase on several online shopping sites including Amazon and Endless.com.
— You can visit the SoleRebels e-commerce website at www.solerebelsfootwear.co/
NewYork (Tadias) – Bethlehem Tilahun Alemu, Founder and Managing Director of the eco-fashion footwear company SoleRebels, has been honored as one of the World Economic Forum’s Young Global Leaders in 2011. The honor bestowed each year by the Forum recognizes and acknowledges outstanding young leaders from around the world for their professional accomplishments, commitment to society and potential to contribute to shaping the future of the world.
Bethlehem joins the ranks of a distinguished list of previous winners including Google co-founders Larry Page and Sergey Brin, Facebook founder and CEO Mark Zuckerberg, and Newsweek columnist Fareed Zakaria, as well as Ethiopian-American supermodel Liya Kebede and journalist Abebe Gellaw.
“On a personal level it is humbling. It’s beyond anything I ever expected,” Bethlehem said in an interview with Tadias. “I am excited because the award represents a recognition of the power of our core aim at soleRebels — to show that development and trade go hand in hand, and that delivering a world class brand to the global marketplace is perhaps the most potent key to creating real and sustained prosperity in Ethiopia.”
Beethlehem, who was born and raised in the Zenabwok (Total) area of Addis Ababa, one of the city’s most impoverished neighborhoods, established soleRebels in 2005 in order to help increase community-based jobs. Since then the venture has created over 75 full time and over 120 part-time jobs while becoming an internationally recognized brand. SoleRebels is now available in major global retail outlets such as Urban Outfitters as well as online including at Endless.com and Amazon.com.
Bethlehem’s company was also winner of the 2010 Eco-Bold Green Award — a recognition of soleRebel’s environmentally friendly, vegan footwear that is produced using indigenous materials such as hand-spun organic cotton and artisan hand-loomed fabric. Tires are also recycled and used for soles.
XoDus iration (Photograph courtesy of SoleRebels).
As featured on African Entrepreneur Ads – PureLOVE homegrown LUX. (Courtesy photo)
EasyRidin sunrise (Photograph courtesy of SoleRebels).
Asked about her secret to success, Bethlehem says, “My ‘secret to success’ is to be committed 100% to my goals and to the people I have entrusted to help me achieve those goals. Here we are like a big family so an achievement like this is an achievement for each and every person at soleRebels.”
Drawn from a pool of more than 5,000 high level global candidates, the 2011 honorees will become part of the broader Forum of Young Global Leaders community that currently comprises of 660 outstanding individuals. “The World Economic Forum is a true multi-stakeholder community of global decision-makers in which the Young Global Leaders represent the voice for the future and the hopes of the next generation. The diversity of the YGL community and its commitment to shaping a better future through action-oriented initiatives of public interest is even more important at a time when the world is in need of new energy to solve intractable challenges,” said Klaus Schwab, Founder and Executive Chairman of the World Economic Forum.
The Young Global Leaders participate in an annual summit – this year it will be taking place in Dalian, China from September 12th through 16th – as well as in additional World Economic Forum events throughout the year. As Young Global Leaders these promising individuals will have the opportunity to engage in initiatives that help build stronger and more diverse communities, and to engender a better understanding of global and regional agendas.
And what’s Bethlehem’s advice to young people worldwide who aspire to become entrepreneurs and business leaders? “I would say have a clear vision of what you want to achieve and the path to get there. Then work hard, and then work extra hard. Seek advice and counsel from diverse places – don’t just stick to one “voice” or source for input. And never ever be deterred no matter the obstacle or the setback. Setbacks and obstacles are a natural part of life. It is how you overcome those obstacles and setbacks that will make you a great person no matter what endeavor you choose to devote yourself to. ”
We congratulate Bethlehem on her accomplishments and wish her continued success.
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Update: Photos: Bethlehem addresses the 50th anniversary of the World Wildlife Fund (May 1, 2011)
Bethlehem Tilahun Alemu, Founder and Managing Director of SoleRebels, speaks at the Opening Conference Symposium panel discussion facilitated by Veronica Pedrosa of Al-Jazeera, Malaysia. Speakers left to right are Paul Polman, CEO of Unilever, Tim Brown, CEO of IDEO, Bethlehem Tilahun Alemu, Founder and Managing Director of SoleRebels, Orazio Bellittini Cedeno, co-founder & Director of Grupo Faro, and Wang Shi, chairman of China Vanke, at the WWF Annual Conference in St. Gallen, Switzerland on May 1, 2011.
Speakers left to right: Paul Polman, CEO of Unilever, Tim Brown, CEO of IDEO, Bethlehem Tilahun Alemu, Founder and Managing Director of SoleRebels, and Orazio Bell.
Speakers left to right: Paul Polman, Tim Brown, Bethlehem Tilahun Alemu, Orazio Bellittini Cedeno and Wang Shi at the WWF Annual Conference in St. Gallen, Switzerland on May 1, 2011.
Bethlehem Tilahun Alemu Founder and Managing Director of SoleRebels speaks at the Opening Conference Symposium panel discussion at the WWF Annual Conference in St. Gallen, Switzerland on May 1, 2011.
Panel discussion facilitated by Veronica Pedrosa of Al-Jazeera, Malaysia. Speakers left to right: Paul Polman, CEO of Unilever, Tim Brown, CEO of IDEO, Bethlehem Tilahun, Alemu Founder and Managing Director of SoleRebels, Orazio Bell.
Left to right Paul Polman, Tim Brown, Bethlehem Tilahun Alemu, Orazio Bellittini Cedeno, and Wang Shi at the WWF Annual Conference, St Gallen, Switzerland on May 1, 2011.
Yolanda Kakabadse presents Bethlehem Tilahun Alemu, Founder and Managing Director of SoleRebels with a gift after the Opening Conference Symposium panel discussion facilitated at the WWF Annual Conference in St. Gallen, Switzerland on May 1, 2011.
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Photo credit: All images are courtesy of Solerebels.
Above:Bethlehem Tilahun Alemu, one of the invited speakers
at the 2010 Clinton Global Initiative meeting on 22 September.
Tadias Magazine
By Tadias Staff
Published: Thursday, September 9, 2010
New York (Tadias) – Former President Bill Clinton has invited Bethlehem Tilahun Alemu, founder of Ethiopia’s environmentally-sensible footwear brand, to participate as a panelist at the upcoming Clinton Global Initiative meeting scheduled to open in New York City on September 20th, 2010.
According to the company, Bethlehem becomes the first African entrepreneur to be invited as a speaker at the annual event, which brings together global leaders from various industries to address the world’s pressing social issues.
This year’s meeting will be attended by First Lady Michelle Obama, Secretary of State Hilary Clinton, and Sinn Féin President Gerry Adams among others.
Sole Rebels footwear, Ethiopia’s first fair trade fashion product and winner of the 2010 Eco-Bold Green Award, is produced using indigenous practices such as hand-spun organic cotton and artisan hand-loomed fabric. Tires are also recycled and used for soles. The end result is environmental friendly, vegan footwear.
Bethlehem says she is looking forward to her presentation. “I hope to offer new insights like how we have constructed our supply chain for our business, with a focus on indigenous production techniques, and local and recycled materials,” she told WFTO. “I also want to emphasize that a company like ours can build scaleable community based businesses that allow people to have well paid jobs, while creating market-leading products and preserving the environment.”
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New York (Tadias) – This week CNN’s African Voices features Bethlehem Tilahun Alemu, Co-Founder and Managing Director of SoleRebels, Ethiopia’s first fair trade footwear company.
Introducing her eco-fashion products, Tilahun described her work to Tadias Magazine last year as “a story of fair trade, eco-sensibility, and great innovative footwear products.”
“One of the truly unique and exciting things about soleRebels is that we are green by heritage, and not because some marketing folks told us to be,” she said. “We maximize both recycled inputs and craft our materials in the traditional manner — the way they have always been made in Ethiopia – by hand.”
She summarizes SoleRebels’ ethos in three words: “Roots, Culture, Tires.” The shoes are created using indigenous practices such as hand-spun organic cotton and artisan hand-loomed fabric. Tires are also recycled and used for soles. The end result is environmental friendly, vegan footwear. “Historically that is the way things have been done,” Tilahun says, and it not only makes great sense to continue the tradition, it also has generated income for local artisans.
African Voices, which explores the lives and passions of Africa’s most engaging personalities, airs weekly on CNN International: Saturdays at 11.30 & 18.30 GMT and on Sundays at 17.00 GMT.
