At soleRebels, our employees are the most valuable asset and we are dedicated to providing tools and support that they need to thrive and succeed. We are committed to offering wages that provide a decent standard of living for workers and their families, and most importantly creating jobs right here in Ethiopia.

We cut out the middleman and get money directly into the hands of our employees. Since there is no middleman to absorb profits, soleRebels is able to maximize its profits which in turn means more and better paying jobs is created for the community, more foreign exchange is netted for the country, which means more development can be funded.

We empower our employees and their families to break the cycle of poverty by providing access to education, healthcare and well-being, and financial stability.

Here in Ethiopia, recycling things is a way of life. In fact, we’ve been recycling for years without ever calling it recycling. When you have limited resources, everything is valuable, everything has a purpose even if not the original purpose it was intended for - and if not, one can be found for it. For us, it's equal parts ingenuity and resourcefulness that equals true recycle.

We leverage our unique heritage to build a global and market-leading eco-ethical brand. Everything we do is aimed at applying the unique cultural arts we have practiced here in Ethiopia for millennia. We do so in fresh, dynamic new fashions thereby BOTH preserving important cultural assets AND offering our customers incredibly cool and stylish shoes to wear!

Combining the expertise of several traditional Ethiopian artisan areas - from hand spinning organic cotton to artisan looming fabrics and on to footwear hand crafting - we fuse these arts with unique and innovative design sensibilities, always delivering exciting creations.

The result is something we like to call FUSIONFUSION - the ultimate marriage between traditional cultural crafts and contemporary design. In doing this over the last few years, something deeply exciting has happened, something many thought was impossible - we have leveraged our unique heritage and nurtured soleRebels into a global eco-ethical brand, FIRST for a developing world country like Ethiopia.

Aside from offering stable jobs, helping our employees fulfil their future and continuing to add more employment opportunities as we grow, we constantly challenge ourselves to do more for our community.

We have deep roots in Zenabwork, the community we work in. These are roots that span back three generations to our grandmother - one of the village's first residents and herself an impoverished rural migrant, who moved to the environs of Addis Ababa in search of a better life. Thus every action we take is with the communities betterment in mind.