Turning $800 into a $35 million brand might sound like a movie script, yet this story belongs to 12th Tribe. Founded in 2015 by recent college graduate Demi Marchese, the company began as a side hustle but quickly evolved into a global lifestyle label. At the heart of its rise lies an unwavering commitment to hustle, storytelling, and creating fashion that feels personal.
After graduating, the founder split time between helping her mother’s sales company during the day and packing orders at night. Without a fashion degree, she relied on creativity and determination to build a brand that reflected bold, global energy and inspired women to create their own style rules.
Inspiration Behind the Brand
The idea for 12th Tribe came from a love of styling and a fascination with how clothes can tell a story. While studying abroad, the founder visited 11 countries, and those travels influenced her sense of fashion. Each location shaped her vision of connecting culture and style.
It all began with vintage Levi’s shorts. One pair became her travel go-to, and she eventually marketed them as “the short you pack when you don’t know where you’re going next.” That tagline resonated quickly with other women.
When she moved to Los Angeles, she started styling women for Coachella, offering globally inspired pieces she sourced herself. As word spread, the business transitioned from styling festivals to becoming a destination where customers could shop curated, complete looks online.
Launching With Just $800
Instagram | @shop12thtribe | The founder shaped 12th Tribe’s identity by turning travel experiences and vintage style into a global fashion vision.
Starting with only $800 and no outside investment, the founder relied on family and friends for help. She handled every detail, from answering DMs to styling shoots and shipping packages. Early traction came when her pieces circulated in sorority group chats and on Instagram during festival season.
Her hand-delivered vintage shorts quickly became the first cult product, setting the stage for something much bigger. Those early moments created the foundation for growth and helped build a loyal following.
Lessons From Early Struggles
Looking back, the founder admits that management skills would have been valuable during the brand’s rapid growth. She faced constant pressure, second-guessed herself, and allowed others’ opinions to influence decisions. Over time, she learned to trust her instincts more and recognized that self-belief is critical when building something from scratch.
Another challenge came from the constant sacrifices behind the scenes. Many people only saw the polished photoshoots or successful product launches. Few realized the toll it took on her personal relationships or the stress of managing every part of the business alone.
As she explained, being a founder often means carrying responsibilities that others rarely understand. It’s not just about vision—it’s also about deadlines, strategy, and protecting the livelihoods tied to the brand.
Facing Major Setbacks Head-On
When a warehouse partner handled thousands of units incorrectly for a significant launch during a busy time, it was one of the most difficult situations. Orders stalled, and customer trust was at risk.
To handle the crisis, transparency came first. She personally updated customers, assuring them that the team was working nonstop to resolve the issue. Behind the scenes, operations, marketing, and fulfillment teams collaborated to fix the problem manually until systems were back in order.
Although stressful, that moment turned into a valuable lesson. It pushed the brand to upgrade logistics, transition to a global fulfillment partner, and strengthen operations. What seemed like a potential disaster became the catalyst for sustainable growth.
Reaching Consistent Revenue
In the earliest days, revenue was modest—sometimes just a few hundred dollars a month. However, by keeping overhead low and staying aggressive with sales goals, growth accelerated quickly. She never let a month go by without hitting targets, even if it meant hosting apartment shopping events or setting up pop-ups.
Within months, the brand saw consistent revenue. Soon, sales grew into thousands monthly, and the team expanded. The first official hire was a finance manager, freeing the founder from the task she disliked most—bookkeeping.
Scaling Into a $35 Million Enterprise
Today, 12th Tribe generates over $35 million annually, with lifetime revenue surpassing $250 million. Over 600,000 women globally are now part of the brand's community. What began with festival outfits has expanded into a full lifestyle brand dressing women for every stage of life, from college through motherhood.
With flagship locations in SoHo, New York, and Abbot Kinney, Venice, the company now ships worldwide and doubles orders from overseas. Remarkably, all of this growth has come without outside investment, making 12th Tribe a standout in the competitive fashion industry.
A Day in the Life of a Founder
Instagram | @demimarchese | The founder balances leadership, creativity, and operations to keep 12th Tribe thriving every week.
Scaling a company like this takes structure and routine. The week always starts with leadership meetings to align on priorities and obstacles. Marketing strategies and product design dominate the early days, while finances and operations take the spotlight as the week closes.
The founder keeps a hands-on role in the brand’s image, regularly dropping in on photoshoots and guiding how stories are told to customers. The weekdays are full throttle, but weekends are treated as a reset button before things pick up again. That balance keeps her firmly in touch with both strategy and execution—the big ideas and the small details.
Takeaway for Entrepreneurs
The 12th Tribe story shows that big budgets aren’t the entry ticket. What really moves the needle, the founder says, is belief in the idea, support from a community, and the grit to keep going.
She argues that new business owners should not wait for ideal conditions. Instead, they should focus on showing up daily, building genuine connections, and creating value. That mindset, combined with relentless hustle, turned a side hustle into a thriving global company.
The Power of Belief and Community
Behind every product launch and photoshoot, 12th Tribe proves that belief and determination can turn the smallest start into something extraordinary. What began with one pair of shorts grew into a multimillion-dollar brand inspiring women worldwide.
The story highlights the importance of vision, resilience to overcome setbacks, and the courage to trust personal instincts. With $800, a dream, and tireless determination, the founder built a brand now shaping global fashion conversations.
The journey continues with new collections, an expanding community, and the same drive that fueled the very first creation. The message is clear: big things often start small, and with grit and confidence, they can grow far beyond expectation.