With a heavy heart, we have to share that our time at the New York store is coming to a pause. Due to changes in our lease, we’ve made the tough decision to close our Broome Street location on February 27th but this is far from the end of 12th Tribe in NYC.
I’ve always been transparent with you, so here it goes. A few years ago, I received an email that, quite honestly, I thought was a joke. It said, "New York is thinking of 12th Tribe." It was from a girl named Claire (shoutout to you, Claire, because you helped us find the keys to our NYC home!). I remember opening that email at 24 years old and crying. New York had always been the dream. I knew we would make it here—I just didn’t know how.
And then, the opportunity presented itself. A lease landed in my inbox that made expanding to NYC actually possible. If you know 12th Tribe, you know every decision we make is intentional, strategic, and built for long-term sustainability. But this? This was a moment we had to take.
Within three months, we pulled together the Tribe, rolled up our sleeves, and made it happen. We painted, furnished, and built our first NYC pop-up from scratch. Crosby Street, baby—the dream location.
In October 2021, we opened our doors, and holy cow, you showed up in ways we never expected! It was surreal finally getting to meet so many of you in real life. What started as a temporary pop-up proved to be so much more. We extended it once… and then again for another year.
When that lease ended, we had a decision to make—do we stay? The answer was obvious. Yes. You made it clear NYC was meant to be part of our story. So, we went on the hunt for a new space, and within two weeks, we found Broome Street. It was a big step forward—one that challenged us and helped us grow in all the right ways.
For the past three years, we’ve built something special here. We’ve met new Tribe babes, reunited with OGs, and welcomed so many of you from around the world into our NYC home. It’s been a dream come true.
But, as our lease comes to an end, the opportunity to stay… just didn’t align with our long-term vision. A 15-year lease? Not in the cards for us. If there’s anything I’ve learned in the past 8 years of running this business, it’s knowing when to take a leap—and when to wait for the right moment.
So, for now, we’re hitting pause on NYC as we search for our next perfect home in Manhattan. I have a very specific vision in mind—something that will be next level—and that means waiting for the right space.
But don’t worry, this pause comes with a major plot twist.
We’re going somewhere else in the meantime. Any guesses where? Here’s a hint: we’re going back to our roots. And trust me, when you hear where we’re headed next… you’re going to FREAK. I’ve been waiting so long to share this.
But first—New York, we love you to death. You’ve shaped not only our brand but my life in ways I could have never imagined. And I know this is just the beginning.
So, before we go—go wild in store. Get everything you need from 423 Broome Street because come February 27th, we’re closing our doors (for now).
You have until February 26th 5pm EST. Come say bye bye and snag your favorites.
Stay tuned, Tribe fam. Big things are coming. And New York? We’ll see you real soon. 😉
In the mean time, where should we land?! We have some ideas and would love to hear from you. Let us know on IG!
xx Demi + the 12th Tribe Team
