From $800 Hustle to $35M Business: How 12th Tribe Took Off
In 2015, Demi Marchese launched 12th Tribe with just $800, a clear vision, and no outside funding. Fresh out of college, she balanced a day job in her mother’s sales business while packing orders at night. Though she did not come from the fashion industry, she carried curiosity, determination, and grit that laid the foundation for her brand. This marked the beginning of How 12th Tribe started, a journey that would eventually inspire many.
Her travels across 11 countries during college deeply shaped her perspective. Fashion became more than clothing; it became a medium of storytelling. She rejected fleeting trends, instead blending individuality with vintage pieces. One of her earliest successes was a pair of vintage Levi’s shorts that she described as “the short you pack when you don’t know where you’re going next.” This piece captured attention and resonated with many, contributing to the early stages of the 12th Tribe success story.
From Festival Styling to Full-Blown Brand
After relocating to Los Angeles, Demi began styling festival-goers, with Coachella serving as her creative stage. She curated complete looks, which eventually grew into an online shop under the name 12th Tribe clothing. What began as a modest side hustle soon evolved into something larger. Viral buzz from festival fashion sparked widespread demand, and orders for her now-signature shorts poured in from across Los Angeles. This phase truly showed How 12th Tribe built its brand.
Building from the Ground Up
As the 12th Tribe founder, Demi managed every aspect of the business. She packed, styled, shipped, and marketed tirelessly. Her work blurred weekdays and weekends, but within a few months, 12th Tribe revenue grew steadily from hundreds to thousands of dollars. Recognizing the importance of financial oversight, she eventually brought in a finance manager to strengthen operations while she continued to drive 12th Tribe business growth.
The Lessons She Would Rewrite
Looking back, Demi acknowledges that she would have benefited from leadership training earlier in her journey. At times, she second-guessed her instincts, relied too heavily on outside opinions, and underestimated her own judgment. Strengthening her management skills sooner could have shaped her path differently and accelerated the 12th Tribe success story.
What Others Do Not See
Behind the polished photoshoots and product launches was a demanding reality. Fatigue, stress, and missed personal moments were constant. As the 12th Tribe founder, she bore the full weight of decisions, deadlines, and team management. Added to this was the unspoken societal pressure: directness could be perceived as cold, while gentleness could be mistaken for weakness. What truly sustained her was endurance, resilience, and self-belief—qualities central to How 12th Tribe started and endured.
Crisis as a Turning Point
During a peak season, a warehouse mishap delayed thousands of orders, threatening the trust she had built with her community. Demi addressed the issue directly, activated teams, adjusted messaging, and swiftly moved to a new logistics partner. What could have been a breaking point instead became proof of long-term resilience and showed How 12th Tribe built its brand in the face of setbacks.
Where It Stands Now
Twelve years later, 12th Tribe has crossed $250 million in lifetime revenue and generates $35 million annually without outside investment. This remarkable growth is often described as going From side hustle to $35M business. Its community of more than 600,000 women stretches from students to mothers. With flagship stores in SoHo and Venice, global shipping, and consistent double-digit growth, 12th Tribe business growth continues to expand, making its journey one of the most inspiring in modern fashion.
How Demi’s Weeks Look Now
Her weeks begin with alignment across priorities and challenges. Early days are dedicated to creativity, marketing, and product development, while later days focus on finance and operations. She remains hands-on in photoshoots, storytelling, and strategy. Even weekends include preparation for the week ahead, demonstrating the dedication that fuels 12th Tribe clothing and keeps 12th Tribe revenue climbing.
The Advice That Cuts Through the Noise
For Demi, success does not depend on followers, venture capital, or flawless plans. What matters is conviction, community, and courage. These principles built 12th Tribe and continue to carry it forward, moment by moment. This enduring belief is the essence of the 12th Tribe success story, proving that what started as a small idea could transform From side hustle to $35M business and shape a global fashion brand.