The initial motto was: “making the world a better place”. Thus the story of Sole Rebels began in 2004 when the brand was founded on the idea of a fair trade venture by Bethlehem Tilahun Alemu. Bethlehem is a young Ethiopian graduate whose project was to provide jobs for the community of Zenabwork, an historical village 15 minutes away from Addis Abeba, where her family came from originally. Bethlehem’s plan was, with the support of her husband and brother, to start up a footwear production that could become a source of development and of hope. Step by step the project got on its feet and in just five years Sole Rebels has grown into a fair trade and eco-sustainable brand to all effects, which now exports to various parts of the world and provides jobs for over a hundred people.