From Passion to Success: The Journey of Demi Marchese and 12th Tribe
Demi Marchese embarked on her journey into the world of fashion in 2015 with a mere $800 and a strong determination to succeed. Starting out by selling vintage clothing, she managed her time by packing orders at night after working in sales for her mother. This hard work led to the birth of her brand, 12th Tribe, which has since earned over $250 million in lifetime revenue by September 2025.
Based in Los Angeles, 12th Tribe has evolved beyond just festival attire. Marchese built this flourishing business without any outside funding, initially focusing on unique vintage items and attracting customers through social media and word of mouth.
The Role of Coachella in Building a Brand
Marchese’s passion for fashion grew during her travels abroad, where she visited 11 countries. She began curating vintage clothing that allowed people to showcase their unique styles, including a popular pair of Levi’s shorts that she promoted as “the short you pack when you don’t know where you’re going next.”
After settling in Los Angeles, Marchese began styling outfits for Coachella, gathering clothing from around the world to create complete looks for festival-goers. She recognized the festival as a significant cultural event and immersed herself in every detail, from jewelry to boots.
During festival season, her efforts started gaining traction through Instagram and local sorority chats. She even hand-delivered vintage Thrasher shorts to customers throughout the city, further boosting her brand’s presence.
As interest in her styling grew, Marchese expanded her horizons and launched an online store where customers could purchase entire outfits.
Growing 12th Tribe into a Multi-Million Dollar Business
Initially, Marchese operated as a one-woman show, leaning on close friends and family for support. She recalled, “Because I kept the business lean and scrappy, I pushed myself hard and was fortunate to see consistent monthly revenue within just a few months.”
In no time, she went from earning a few hundred dollars a month to several thousand. Living at home helped keep her expenses low, and her job with her mother’s sales company provided extra financial support.
By September of last year, Marchese revealed that 12th Tribe was generating an impressive $35 million annually, with year-over-year growth and a thriving online community of 600,000 followers. The company also ventured into global shipping, which helped double international orders and opened flagship stores in SoHo and on Abbot Kinney Boulevard in Venice, California. The brand’s collections have now grown to offer a lifestyle range for women across various life stages.
Facing Challenges Head-On
With rapid growth came its share of challenges. Marchese faced operational hurdles when her warehouse partner failed to handle inventory properly during a major launch. Thousands of products were delayed, leaving customer orders in limbo. Despite this, she proactively contacted customers to keep them informed while the team worked to resolve the backlog. They eventually switched to a new global logistics partner and revamped their fulfillment strategy.
The pressures of running a business also took a toll on Marchese’s personal life. She admitted to missing significant moments in her relationships, feeling drained and overwhelmed. Looking back, she wished she had focused more on developing her management skills and trusting her decisions.
Words of Wisdom for Future Entrepreneurs
Marchese encourages aspiring entrepreneurs to remember that success doesn’t require millions of followers, venture capital, or flawless plans. She emphasizes the importance of having belief in oneself, building a community, and the grit to keep showing up, no matter the challenges ahead.
