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It's About the Story

Posted by Demi Marchese on

Growing up I was fascinated by brands' ability to capture an audience. In high school, I was particularly drawn in by one fashion brand's outlook and it spoke to me sincerely. Throughout those years in highschool, I found my expression through clothes. I would dress in overalls when the only place you could find them were in boxes from when you were 5. I loved hats. I loved fedoras before they went from cool, to cliche, and before they were cool they were more like "what is going on with that thing on your head." I somehow landed best dressed in highschool, although throughout those years I felt like my wardrobe was really just weird. Real weird.

There was few I felt could relate to this weirdness,  but who could was this particular brand's message. They praised the girls who didn't worry about what other people thought and captured the essence of originality. Outspoken through fashion was completely and totally acceptable. And I felt accepted.

Ever since I was so deeply enamored by this brands ability to make me feel alive, it was a passion of mine to recreate the same feeling for someone else. 

 

People ask me what I do and while I tell them I own a retail shop, I can't help but stress that I am ultimately working on building a brand. "Selling" clothes is fun, but when I'm doing the buying for 12th Tribe, styling, marketing, etc. I'm not only thinking about selling. What my driving source for everything that is created really entails, is the goal to create a style, a lifestyle, representing a powerful women who is not afraid to take on a mission. It is a tribe, or family, where girls feel they can relate to the other girls wearing the clothes that are sexy, chic, comfortable and all while not breaking the bank. 

I hope to build a brand that creates a story we can all relate to. As I graduated college, I started 12th Tribe revolving around me and my friends style. As we are all mostly all in our young 20's we are moving through some of the roughest times of our lives, but also enjoying the most beautiful moments, making memories that will last a lifetime. 

As I grow, as we grow, the brand and the story will grow. I hope to relate with as many as you as possible as these years go by and we can evolve together in this tribe. 

Stay tuned for the ride of the journey. It's been an incredible one so far, and I can't wait to see where it takes us next.


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2 comments


  • Hey! I’m Devin and I came across your insta and found your blog and was inspired! I just made my own account documenting outfits and trends. It’s called hoboinhoboken; having just moved to hoboken New Jersey a few months ago (it’s a One square mile city just a 5 minute train ride outside NYC). Anyway- my dream is to own my own store someday, and I’m curious how you got started with yours! i would love to get my own thing going I just have no idea where to begin. Would really appreciate any little tips or info you’d like to share:) thanks!!
    Devin

    Devin on

  • Hey! I’m Devin and I came across your insta and found your blog and was inspired! I just made my own account documenting outfits and trends. It’s called hoboinhoboken; having just moved to hoboken New Jersey a few months ago (it’s a One square mile city just a 5 minute train ride outside NYC). Anyway- my dream is to own my own store someday, and I’m curious how you got started with yours! i would love to get my own thing going I just have no idea where to begin. Would really appreciate any little tips or info you’d like to share:) thanks!!
    Devin

    Devin on

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