Amanda 00:01 Welcome to purpose power brand, a podcast for leaders and brands transforming business into a force for good. I’m Amanda Stassen, business and brand strategist, social justice advocate and founder of BIZU Innovation Group. I'm speaking with leaders who are proving that not only does purpose drive profit, but the future of our world depends on it. If you want to grow your business, increase your brand loyalty and not get left behind in the ever-changing marketplace. This podcast is for you. Today we're talking with Christal Earle, founder and CEO of Brave Soles, a social venture that makes beautiful, handcrafted shoes with upcycled tire soles and accessories. Through their business model, they're helping to create micro enterprise in vulnerable communities in the Dominican Republic. Welcome Christal to the purpose power brand podcast. Super stoked to have you joining us today.

Christal 00:48 Hey, Amanda, it's so good to be here. Thanks for having me.

Amanda 00:51 Awesome. Hey, listen, I have to say before we before we even start, I absolutely love your brand name brave soles. I love the double entendre that really speaks to the heart behind the work you're doing, and I'm so excited to hear more.

Christal 01:07 Thank you.

Amanda 01:09 So before we dive in, share in one word that describes what your purpose powered by. I believe, you know, every person, and so every business and brand has a purpose, a reason why they exist, that powers everything they do that's at the core of their being. I think, you know, Mark Twain said it best, the two most important days of your life are the day you were born in the day you find out why. So with that really big intro, how would you answer the question, I am powered by blank, and then share a little bit about how this inspires and guides the work you do?

Christal 01:42 Sure, I'm empowered by helping people understand the power of their choices. So what that means for me is that I, I really believe and I've seen it over and over again, throughout my my life and my career that we like, as you said earlier, your reference to Mark Twain - We are far braver than we give ourselves credit for, and our choices matter a lot more than what we can initially see sometimes. And so when I had the idea for brave souls that was really at the heart of it was to be able to not just create products that were part of a circular economy and creating a more just world. But it was also to help people understand and to inspire them to think about the power of simple choices, and how those choices can help create a better world that we can all share in.

Amanda 02:38 That's so good. I love the end-to-end nature of that, that, you know, our choices are what we start with, but they also impact what we end up with it's part of the output as well. So that's really great. You know, usually I go right into sort of the backstory of the brand, but you said something that I want to dive into right away, which is this idea that we're far braver than we give ourselves credit for. Talk a little bit about that. What do you mean?

Christal 03:11 Well, I think, you know, we live in a world that often tells us what we can't do, or what's not possible, or highlights our limitations. And I think particularly for women, and for people in marginalized communities, those narratives can be really strong. But what I've seen, both in my own life and in working with artisans in the Dominican Republic, is that people possess incredible resilience, creativity, and courage, often in the face of really difficult circumstances. They find ways to make things work, to provide for their families, to create beauty out of scarcity. And that takes immense bravery. So when I talk about Brave Soles, yes, it's about the brave soles of the shoes made from tires, but it's much more about celebrating the brave souls of the people who make them and the brave souls of the people who choose to buy them, who are making a conscious choice to support a different way of doing business.

Amanda 04:14 Wow, that's powerful. Celebrating the brave souls of the makers and the buyers. I love that connection. Okay, now let's get into the backstory. Brave Soles makes shoes with upcycled tire soles. How did that idea come about? What's the origin story?

Christal 04:33 So the story really starts long before Brave Soles existed. For about 15 years prior, I was involved in humanitarian work, primarily in Haiti and the Dominican Republic, focused on supporting children and families living in vulnerable communities, often near landfill sites. And through that work, I saw firsthand the incredible resourcefulness of people, how they would scavenge materials from the landfill to create things they needed or could sell. But I also saw the immense environmental challenge, particularly with tires. Tires are everywhere, they pile up in landfills, they collect water and become breeding grounds for mosquitoes carrying diseases like Zika and Dengue, they leach harmful chemicals into the soil and water. It's a huge problem globally, but especially in developing countries with limited waste management infrastructure. So fast forward to 2016, I was in the Dominican Republic, and I saw these simple sandals being made by local artisans with soles cut from tires. And it was this lightbulb moment. It connected my passion for supporting local artisans and creating economic opportunities with this massive environmental problem of waste tires. I thought, what if we could take this concept, refine the design, ensure fair wages and ethical production, and create beautiful, high-quality footwear that people around the world would want to buy? What if we could turn this environmental problem into an economic solution?

Amanda 06:18 Wow, that is such a powerful origin story. Seeing a problem firsthand, seeing the resourcefulness of people, and then connecting those dots to create a business solution. That's social entrepreneurship at its finest.

Christal 06:33 Yeah, it really felt like everything I had been doing for the previous 15 years kind of converged in that moment. It wasn't just about charity or aid anymore; it was about creating sustainable livelihoods through dignified work, using business as a tool for both environmental and social impact.

Amanda 06:53 Absolutely. So talk a little bit more about the tires themselves. Where do you get them? How does that process work?

Christal 07:01 We source the tires locally in the Dominican Republic. There isn't a formal tire recycling program there, so tires often end up illegally dumped or in landfills. We work with local collectors, micro-entrepreneurs really, who gather these discarded tires from various places – roadsides, garages, informal dumpsites. They clean them and deliver them to our workshop. This provides an income stream for these collectors. Then, our artisans cut the soles from the tire treads. It's a very manual process, requiring skill and strength. One tire can make soles for several pairs of shoes, depending on the size. We use different parts of the tire for different sole types. It's truly taking something that was destined to be waste, a source of pollution, and giving it a new life as a durable, functional, and even fashionable part of a shoe.

Amanda 08:00 That's incredible. You're literally diverting waste from landfills and turning it into a resource, while also creating jobs for collectors and artisans. That's the circular economy in action.

Christal 08:13 Exactly. And that's a core part of our mission. We want to demonstrate that waste can be valuable, that sustainable practices can create economic opportunities, and that you can build a business that prioritizes both people and planet alongside profit.

Amanda 08:30 So, beyond the upcycled tire soles, what other sustainable or ethical practices does Brave Soles incorporate?

Christal 08:38 Sustainability and ethics are woven into everything we do. We use locally sourced, vegetable-tanned leather for the uppers of our shoes, which avoids the harmful chemicals used in conventional chrome tanning. We prioritize using other upcycled materials whenever possible for things like linings or accessories. Our packaging is minimal and made from recycled materials. But beyond the environmental aspect, the social side is equally important. We ensure all our artisans are paid fair, living wages, significantly above the local minimum wage. We provide safe working conditions, opportunities for skill development, and we work primarily with artisans who run their own small workshops, supporting local entrepreneurship. We believe in transparency and building long-term, respectful relationships with everyone in our supply chain.

Amanda 09:35 That's fantastic. It's a truly holistic approach, considering the environmental and social impact at every stage. You know, you mentioned working with artisans in the Dominican Republic. Can you share a story about the impact Brave Soles has had on one of these artisans or their community?

Christal 09:55 Oh, there are so many stories that inspire us every day. One that comes to mind is Maria, one of the first artisans we started working with. She's an incredibly skilled leatherworker, but like many artisans, she struggled to find consistent work and earn a fair wage. When we started Brave Soles, we partnered with her, providing consistent orders, fair payment, and support for her workshop. Over the years, we've seen her business grow. She's been able to hire other people from her community, invest in better equipment, and provide more stability for her family. Seeing her thrive, seeing her confidence grow, seeing her become a leader in her community – that's the kind of impact that keeps us going. It's not just about making shoes; it's about empowering people to build better futures for themselves and their families.

Amanda 10:53 That's beautiful. Maria's story really illustrates the power of providing dignified work and fair opportunities. It's life-changing.

Christal 11:03 Absolutely. And it ripples outwards, impacting not just the individual artisan, but their family and the wider community.

Amanda 11:11 So, Brave Soles operates in this intersection of fashion, sustainability, and social impact. What are some of the biggest challenges you face in navigating those different worlds?

Christal 11:25 One of the biggest challenges is definitely managing growth sustainably. As we grow, we need to ensure we can maintain our ethical production standards, continue sourcing materials responsibly, and manage our environmental footprint, all while meeting increased demand. Scaling impact alongside scaling revenue requires constant attention and careful planning. Another challenge is education – helping consumers understand the value of ethically made, sustainable products. Often, these products cost more than fast fashion alternatives because the true cost of labor and environmental protection is factored in. So, we need to communicate the story behind our products, the 'why' behind the price, and help people understand the positive impact their purchase makes. And then there's the inherent challenge of working with upcycled materials – each tire is different, so there can be variations, which requires flexibility in design and production, and also educating customers about the unique nature of their handmade product.

Amanda 12:35 Yeah, those are significant challenges. Balancing growth with integrity, educating consumers, managing the variability of upcycled materials. How do you approach those challenges?

Christal 12:47 We approach them with transparency, collaboration, and a commitment to our core values. We're open about our processes and our challenges. We collaborate closely with our artisans and suppliers to find solutions together. We invest in storytelling and education to connect with our customers on a deeper level. And ultimately, we always come back to our purpose – why are we doing this? That helps us make decisions that align with our values, even when it's difficult or costly.

Amanda 13:20 That commitment to purpose as your North Star seems key. You know, we talked about your purpose being centered on helping people understand the power of their choices. How does that manifest in the Brave Soles brand experience?

Christal 13:37 It manifests in several ways. Firstly, through the product itself – choosing Brave Soles is a tangible choice to support ethical production, environmental sustainability, and community empowerment. Secondly, through our storytelling – we share the stories of our artisans, the journey of the materials, the impact being made, so people can connect with the 'soul' behind the sole. Thirdly, through our communication – we try to inspire people, not just to buy our products, but to think more consciously about all their choices, recognizing the power they hold as consumers and citizens to shape a better world. We want people to feel empowered and hopeful, knowing that their everyday decisions can contribute to positive change.

Amanda 14:25 That's fantastic. Empowering people through conscious consumption and inspiring hope. That's a powerful mission. Okay, Christal, this has been so inspiring. Before we sign off, as we do every episode, we ask our guests for two practical purpose tips. What two tips would you share with listeners who want to power up their own business or brand with purpose?

Christal 14:51 My first tip would be: Start where you are, with what you have. Sometimes we think we need a grand plan or massive resources to make an impact, but often the biggest change starts with small, consistent actions. Look at your current business or life – what resources, skills, or connections do you already have? What small change could you make today that aligns with a purpose you care about? Don't underestimate the power of starting small. My second tip is: Connect with the 'why' deeply. Purpose isn't just a statement on a website; it needs to be felt. Spend time understanding the problem you're trying to solve or the positive change you want to create. Connect with the people whose lives you want to impact. Let their stories, their realities fuel your passion. When your purpose is deeply rooted in genuine connection and understanding, it will guide you through the challenges and inspire others to join you.

Amanda 15:58 Those are wonderful tips. Start where you are, and connect deeply with your why. Thank you, Christal. Where can people find you, learn more about Brave Soles, and of course, check out the beautiful shoes?

Christal 16:13 You can find us online at bravesoles.life – that's our main website. We're also on Instagram and Facebook @bravesoles.life. We love connecting with our community there!

Amanda 16:27 Perfect. We will definitely link those in the show notes. Christal, thank you again for joining us today. Thank you for sharing your incredible story, your passion, and the inspiring work you're doing with Brave Soles. You truly embody what it means to be a purpose-powered brand.

Christal 16:45 Thank you so much for having me, Amanda. It's been a real honour.

Amanda 16:49 Thanks for listening to the purpose power brand Podcast. I'm Amanda Stassen. If you liked what you heard, be sure to share and subscribe on your favorite podcast player. We'd also love to hear what resonated with you. Or if you have a guest suggestion, drop us a line at info@bizu.co. Special thanks to Mark Salam for original music and lead podcasting for production. Lastly, if you're ready to purpose power, your brand to grow, win and impact at scale. Let's talk visit www.bizu.co. That's www.bizu.co. Bye for now.