(Addis Ababa, ETHIOPIA) This small business repurposes old tires by crafting them into the soles of their footwear—a modern interpretation of the traditional selate and bara basso shoes worn in Ethiopia for generations. It is all part of the company’s mission to make the world a better place, one step at a time.
Founded in 2005, soleRebels employs between 100 to 150 workers (depending on production needs) and pays wages that are four times the legal minimum and three times the local industry average for similar work.
soleRebels was the first footwear company to be certified by the World Fair Trade Organization (WFTO), demonstrating a commitment to fair wages, safe working conditions, and ethical production practices. Recognizing that access to healthcare remains a challenge for many in Ethiopia, soleRebels provides medical insurance that covers employees and their families, helping to ease barriers to essential health services.