How 12th Tribe’s Demi Marchese Transformed Her Passion Project Into a Beloved Global Brand

Today, Demi Marchese's 12th Tribe is a beloved global brand for women's fashion, and it all began with her passion for style.

Demi started the brand right out of college with just $800, reselling vintage pieces online and through pop-ups before relocating to L.A. and finding her niche helping women create their perfect Coachella outfits. Over time, she built up the viral brand online, and it evolved from creating ensembles for special events like festivals and travel to everyday wear. 12th Tribe represents powerful women on a mission and has now grown to become a multi-million dollar business with famous fans including Paris Hilton and Jessie James Decker. We just had to learn more, and Demi shared her incredible story with us below.

1. Demi Marchese has been obsessed with style since she was little.

"I would love to ask my 5-year-old self! I was 5 years old and I'd wear a Minnie Mouse costume everyday. I guess you could say that pop culture was one of my original inspirations, huh? However, as I got older—especially in high school—I found that style was a way for me to express my individuality and expression. I always felt a little bit like I beat to my own drum, and finding a unique style made me feel like myself. I was always going against the grain with fashion and I loved to stand out from what everyone else was doing. As I started to travel the world, I started to become even more in love with it as I was able to tie in globally inspired elements that made me feel on the coast of Europe or another magical place."

-Demi Marchese

(Image courtesy of 12th Tribe)

2. She says her personal style is a mix of Bohemian and edge.

"Accessorizing makes me feel whole—I'd rather wear a plain outfit and pull it together with a unique vintage belt or our 12th Tribe Angelica Necklace. I love a good cross necklace. I'm inspired by travel, interior design and architecture. Less often am I inspired by other people's style, and more so the environment I'm in."

-Demi Marchese

(via 12th Tribe)

3. While Demi's friends went to work for tech companies, at the age of 12, Demi decided to pursue a less traditional route in entrepreneurship.

"I fell in love with a passion project I picked up, which was an extension of my college blog. I sourced vintage, one-of-a-kind items, and with the help of my mom and best friends taking my photos, I sold the items I curated through a website that was once called Celeste Summer (this quickly turned into 12th Tribe). The brand stands out because it is an eclectic mix of multiple styles, but also a fully styled look. With a passion for styling, I always found it important to make it easy for a customer, providing them the entire look. Our customers leave with the full outfit—head to toe—and to me, I feel that's success! We have created an affordable line and we react to trends first. Our mission is always to feel like a small boutique you found in your hometown and your best friends all love. We keep it intimate and our No. 1 goal is community."

-Demi Marchese

 

Also read about: How Launi King Nurtured Her Creative Spirit With Her Inclusive Brand, Creative Play

 

4. The name 12th Tribe refers to her travels.

"12th Tribe symbolizes the 11 places I went to when traveling abroad, which originally inspired the brand. I took the 11 places I loved and tied them into the 12th! I was always passionate primarily to build community and that's what 'tribe' means. It's a group of like minded people who are like family!"

-Demi Marchese

5. When she's in a rush, her go-to outfit is a white shirt paired with jeans.

(Image courtesy of 12th Tribe)

6. The best piece of advice she ever received was, "When everything seems to be going against you, remember that the airplane takes off against the wind, not with it."

 

Also read about: Jen DeAngelis Shares the Story Behind Her Viral Loungewear Brand, 1987label

 

7. Her favorite piece of clothing in her closet is a vintage dress from her mom.

"Sentimental pieces mean the most to me. My first pair of vintage jean shorts I sold at 12th Tribe—they were called Thrasher Shorts."

-Demi Marchese

8. She's never been keen on jumping on new trends.

"I usually just lean into what I love and always have. Vintage belts, oversized blazers—you could say it's a trend, but this trend for me is forever. I will say, I am so thrilled to see Boho back!"

-Demi Marchese

(Image courtesy of 12th Tribe)

9. Creativity is at the core of everything Demi does for her brand.

"I do what I do for the passion of being creative, solving problems and creating solutions. I've never been goal-oriented by money. To have a place to put creative energy towards every day and I find as fueling is something I am extremely grateful for."

-Demi Marchese

 

For more on the founders who inspire us, click HERE to learn all about Lissy Kotter and her acne-busting brand, Lissy Skincare.