"After college, I worked in sales for my mom during the day and packed orders at night. I didn't have a fashion degree. I just had a deep desire to build something that felt like me - bold, global, connected. The brand's identity is grounded in that relentless hustle and the belief that women can create their own rules and lifestyles."
"At the time, I was curating one-of-a-kind vintage pieces to avoid looking like everyone else. One pair of vintage Levi's shorts became my travel staple and the first product I officially named and marketed as 'the short you pack when you don't know where you're going next.' That idea resonated quickly."
"After moving to LA, I began dressing girls for Coachella with globally inspired pieces I sourced myself. The festival was a cultural moment, and I leaned in - styling every detail from jewelry to boots. Word spread, and soon I wasn't just styling girls for festivals, I was building an online destination where they could shop the entire look."
Demi Marchese founded 12th Tribe after curating one-of-a-kind vintage pieces and styling festival looks in Los Angeles. She launched the brand as a side hustle while working in sales by day and packing orders at night, starting with $800. The brand emphasizes bold, globally inspired designs and a lifestyle ethos that empowers women to create their own rules. A vintage pair of Levi's shorts became the first named and marketed product, described as 'the short you pack when you don't know where you're going next,' and that idea resonated quickly. Coachella styling expanded visibility and led to an online destination selling complete looks, growing to over $250 million lifetime revenue and about $35 million annually.
Read at Entrepreneur
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