Demi Marchese, the founder and CEO of the fashion brand 12th Tribe, started her journey in 2015 with just $800. Initially working in sales for her mother during the day and packing orders at night, she had no formal fashion training but a strong desire to create something unique. Her brand's identity is built on the belief that women can establish their own rules and lifestyles.
Inspired by her travels to 11 countries while studying abroad, Demi became fascinated with expressing oneself through clothing. She began curating one-of-a-kind vintage pieces, and her first successful product was a pair of vintage Levi’s shorts, marketed as “the short you pack when you don’t know where you’re going next.” After relocating to Los Angeles, she styled girls for Coachella, gradually building an online shop where customers could purchase complete looks.
With an initial investment of only $800 and no outside funding, Demi operated mainly with support from family and friends. The brand saw quick success, particularly during festival seasons when word of mouth spread. The first cult product was Thrasher vintage shorts, leading to significant growth without external investments.
Demi emphasizes the behind-the-scenes challenges, highlighting that people often miss the sacrifices made by founders. She experienced stress and exhaustion while managing multiple responsibilities and noted the difficulties women face in leadership roles, where expectations can be conflicting.
Throughout her journey, she faced hurdles like inventory mishandling during a launch, which she navigated through transparency and strong communication with customers. This incident helped her develop a more resilient fulfillment strategy.
Today, 12th Tribe has surpassed $250 million in lifetime revenue and maintains a loyal customer base of 600,000. With double-digit annual growth and a commitment to female-founded initiatives, the brand has evolved into a lifestyle label catering to women in various life stages, including motherhood. Demi's story illustrates that success requires more than just a plan; it demands perseverance, community, and the courage to adapt.