Oh Hey there! And welcome to the 12th Tribe Substack - by ME! Demi, the Founder. I’ve been itching to bring back the blogging side of my being, and well what better way then with the new year. In short - this is where you can join me exclusively to get the inside scoop of all things 12th Tribe. The ups, downs, and in between the seams of the fashion industry. It’s a quickly evolving space and as a young entrepreneur I am here to give you the inside scoop. So - with that, let’s get into it.
No better place to start, then with the one hell of a 2024 year so let’s do it. I sit here looking back and I gotta tell ya - I am stunned. Recap time!
2023 and 2024 was nothing but boring, but heck one thing I have learned about running a business - it never is. However, starting early 2024, the year tested us like never before. We had great success, a few disasters not knowing what to do and asking myself, what did we get ourselves into and how do we get out??.The start of 2024 was a clean up time from 2023, as we had put us ourselves in a not so fantastic spot. Looking back now though, that disaster was the best thing that could have happened to us and thanks to our community, who ride through every wave with us, we wouldn’t be here today. You have kept us inspired to go back to our roots as we had lost touch of who and what 12th Tribe really was and because of you I can say 2025 will be the best year yet.
So - let’s take a look back together. The worst mistakes and the best highlights that for better or for worse are apart of the tribe treasure hunt.
Okay, so let’s be honest - the start of 2024 was bad. Real bad. Ugly crying bad. I had never been so happy to GTFO out of 2023. It was quite literally the worst and hardest year of my career. It tested us like never before and was a big ol’ REALITY CHECK! More on that later. I made so many mistakes, and you know what? I am proud of all of them. I learned SO much that truly will set us up for the biggest year of our entire history going into 2025. It tested us in ways we will never be tested and for that reason, 2024 was all about growth. 2025 - I am so FIRED UP!
Now, let’s talk about some major wins. 2024 was rocky, but as it made way each month we got higher and higher climbing this mountain to eventually meet a high we never thought we’d hit.
More than 600 Products Launched
More than 600 Products Launched, #1 price point in our market, more than 24 drops, a face of collaboration, 3500 dahlia sets sold.
30,000+ of you wore 12th Tribe to a festival this year!
Safe Play For Youth - $100,000 donated !!
Now to the rebound, part 1 - let’s start with SPY. You might not know this, but we are wildly involved with our local youth center. We are based in Los Angeles CA and unfortunately we see the young adults faced daily with the setbacks of poverty. 12th Tribe donates annually new items of clothing to support getting young adults back on their feet. This year, we hit a big one. Over $100,000 in clothing donated and as they open their new facility in February 2025, we will be sponsoring a closet for young adults to have access to new clothing in efforts to make them feel empowered and confident. This is super important for me as I have always had a hard time with the excess and waste in the industry. Did you know a lot of companies send to dumping grounds in Chile? No thank you!
12th Tribe hit the Main Stage in big ways - PARIS HILTON + HALSEY?!
Next rebound (shook by this!)- When I got a message on DM from jessica sharing Paris Hilton in our Mcgraw hat I was to the floooor. But the more rang in….Paris Hilton + Meg Maroney + Halsey. OK! Just a few faces that were spotted in 12th Tribe this year which absolutely blew our mind. Each year we are blown away by the support of the brand from our favorite musicians, but this year really took it to another level.
A Collaboration with one of the largest Tik Tok Fashion Influencers on the internet
Did we think we would be in sicily for an insane collaboration in June? Most definetely not. Lauren Wolfe x 12th Tribe hit Sicily together to bring you a capsule to travel the world in. Tribe Team teamed up on a trip to Italy to bring you a curated capsule that sold out her signature styles within less than a week.
We are Over 500K Instagram!
Whoah baby, we’re reaching a half a million of you all over the world. I will never forget starting this account in my apartment living room after college. at ZERO!
With over 500,000 incredible women from around the world in our Tribe, we’re constantly inspired by the memories you share with us. You probably don’t know this, but I am quite behind the scenes of this social account. It’s my way to stay connected to you all <3
The Best Team in the Business
One of the biggest rebounds + best wins of the year - our team. Our team grew professionally, personally and creatively in so many ways. I am beyond proud of the team work, relentless drive, and insane obsession with serving you. We have the hardest working team in the world and I cannot express my gratitude enough for them. We are so wildly committed to you and because of you, we are still going. So thank you. We LOVE our community and because of your support we have hit goals we would have never imaged we would as we started 2024. This team cried together, yelled, hugged, danced, worked wee hours into the night, celebrated highs + lows - but you know what? That’s what a family does. It’s not always easy, and the ones you make it through with are the blood.
When we look back at this year, one thing becomes very clear. None of this would have been possible without you. I have said this a million times, but truly when you tag us, send us a review, DM, come say hi in our NYC store — it lights all of us up and inspires us everyday to do this for YOU. Your support in the successful phases, your trust in the difficult moments - that means more to us that words can express. People always ask me what the meaning of the name means and “Tribe” rings more true than you can imagine. “Tribe” is a family of like minded people who are all on a mission or common pursuit. We believe firmly in that for those in front of the brand and behind the scenes.
Now, I’ll leave you with this -
To everyone who’s been a part of this Tribe—whether you’ve been here from the beginning or joined us this year—thank you. You’re not just a customer; you’re family. You’ve seen us through the struggles, celebrated the wins, and kept us grounded in our mission.
As we step into 2025, we’re more inspired than ever. The mistakes of the past have only made us stronger, and the victories have shown us what’s possible when we dream big and work even harder. The Tribe is unstoppable, and the best is yet to come.
Here’s to more bold moves, big dreams, and unforgettable memories. Cheers to you, Tribe. Let’s make 2025 our greatest year yet.
xx
Demi
