What started as an $800 side hustle after college has exploded into a monster business generating $35 million annually. Demi Marchese, 32, founder and CEO of Los Angeles-based
What started as an $800 side hustle after college has exploded into a monster business generating $35 million annually. Demi Marchese, 32, founder and CEO of Los Angeles-based fashion brand 12th Tribe, transformed her passion for fashion into a global enterprise that has achieved more than $250 million in lifetime revenue.
Her story is proof that a small investment, a bold vision, and relentless drive can turn an idea into a thriving business.
In 2015, shortly after finishing college, Marchese spent just $800 to launch 12th Tribe, a fashion brand she envisioned as “bold, global, and connected.” Her goal was to create high-quality, trend-driven fashion that resonated with a modern, style-conscious audience.
Starting small allowed her to test designs, understand her customers, and fine-tune her business model before scaling. “I set intense sales targets for myself from day one,” Marchese said, emphasizing that ambition and discipline were key to her rapid growth.
Marchese focused on building a strong brand identity and connecting directly with customers, using social media and digital platforms to grow awareness. Her early success was fueled by:
This approach enabled Marchese to expand her reach quickly while maintaining quality and brand authenticity.
12th Tribe quickly gained traction. By focusing on accessible luxury, modern designs, and a strong online presence, Marchese grew the business to achieve $35 million in annual revenue. Over the brand’s lifetime, it has amassed over $250 million in revenue, making it a standout success story in the competitive fashion industry.
Her strategy demonstrates that combining vision, smart reinvestment, and data-driven marketing can turn a small side project into a multimillion-dollar enterprise.
Marchese’s journey offers several takeaways for aspiring entrepreneurs:
These lessons highlight how discipline, creativity, and market awareness can transform a modest side hustle into a thriving global business.
12th Tribe differentiates itself in a crowded fashion market through:
The combination of these factors has made 12th Tribe a brand that resonates with customers and sustains long-term growth.
Marchese credits much of her success to setting high standards and maintaining a disciplined approach to both sales and operations. She emphasizes that turning a small investment into a substantial business requires a balance of creativity, strategy, and relentless focus on execution.
Her story is a reminder that entrepreneurial success often comes from a mix of vision, smart decision-making, and consistent effort over time.
12th Tribe continues to expand its offerings, exploring new product lines, collaborations, and global markets. Marchese aims to maintain the brand’s bold identity while scaling responsibly, ensuring that growth does not compromise quality or customer experience.
She advises aspiring entrepreneurs to start with what you have, test your ideas, and scale with intention, demonstrating that even modest beginnings can lead to extraordinary outcomes.
Demi Marchese’s journey from spending $800 after college to building a fashion brand generating $35 million annually is an inspiring example of how determination, strategy, and creativity can transform a side hustle into a global enterprise.
12th Tribe’s story proves that starting small does not limit your potential. With clear goals, a strong brand vision, and smart execution, a passionate entrepreneur can build a business that not only thrives financially but also resonates with customers around the world.
For anyone dreaming of turning a side hustle into a business, Marchese’s experience is proof that bold ideas, paired with discipline and vision, can lead to remarkable success.
