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Old car tires fuel green shoe revolution,[link widoczny dla zalogowanych]
STORY HIGHLIGHTS
SoleRebels was launched by Alemu and her family in 2005"Zero emission" shoes are made from recycled tire soles and army pantsThe company's clients include Amazon and Urban Outfitters
Every week CNN's African Voices highlights Africa's most engaging personalities, exploring the lives and passions of people who rarely open themselves up to the camera. This week the show profiles the dynamic founder and owner of the Ethiopian shoe company SoleRebels.
Addis Ababa, Ethiopia -- "Oh,[link widoczny dla zalogowanych], yes!" cries Bethlehem Alemu,[link widoczny dla zalogowanych], the dynamic founder and owner of SoleRebels,[link widoczny dla zalogowanych], a game-changing shoe company in the heart of Addis Ababa,[link widoczny dla zalogowanych], the ancient capital of Ethiopia.
Working in Africa has its challenges. I'm used to stalking politicians in hallways,[link widoczny dla zalogowanych], riding on the back of trucks with gun-turrets in Sudan,[link widoczny dla zalogowanych], and negotiating UN flights in far-flung territories,[link widoczny dla zalogowanych], but trying on hot pink vegan flip-flops was something new.
Alemu,[link widoczny dla zalogowanych], 30, runs a trailblazing business making shoes from old rubber tires and tubes with each one hand cut into soles; the business takes inspiration from the original old car tire shoes worn by soldiers who fought off Italy's invading forces.
Some of the SoleRebels shoes are also made from camouflage material cut from old army uniforms. The shoes are simple cotton-covered or leather covered flip-flops and sandals with names like Night Rider, Pure Love,[link widoczny dla zalogowanych], and New Deal.
Before this shoot I couldn't tell the difference between Jimmy Choos and Batas,[link widoczny dla zalogowanych]. I wear the same pair until it falls apart. government law that allows business in certain African countries to export selected products tariff free. AGOA aims to level the playing field for African businesses,[link widoczny dla zalogowanych].
AGOA has been criticized for merely bringing foreign companies and products to Africa rather than building sustainable growth,[link widoczny dla zalogowanych].
SoleRebels represents an almost ideal scenario for the system. A family-run business using fair trade practices and building up with sustainable growth,[link widoczny dla zalogowanych].
They handcraft "zero-emission" sandals and shoes from organic and recycled materials,[link widoczny dla zalogowanych]. Sole Rebels focuses on the fickle export market and use the power of the Internet to produce made-to-order shipments and compete squarely with other high-end products from across the globe,[link widoczny dla zalogowanych].
SoleRebels is by no means cutting edge. They purposely use ancient techniques with the new designs,[link widoczny dla zalogowanych]. Alemu went to a much-maligned corner of Addis Ababa to find her fabrics.
Zenabwork is on the poorer reaches of the capital,[link widoczny dla zalogowanych], long stigmatized as a place were leprosy sufferers live and seek treatment.
Alemu buys her fabric from women's groups in Zenabwork. They use traditional cotton spinning techniques. The fabric is expensive,[link widoczny dla zalogowanych], but for SoleRebels it is worth it.
"I always wanted to give something that I have to the people,[link widoczny dla zalogowanych]," says Alemu, "I want to grow up with them, they are good people and they deserve better."
It is this business savvy and community consciousness that makes SoleRebels a new kind of ethical African business. And one to watch.
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