My last memory of the online magazine was our “12FT Interview Week” featuring Lanie Alabanza of HLZBLZ, Talib Kweli/Hi Tek, Estevan Oriol, Rik Cordero, DJ Neil Armstrong, Theophilus London, and Mayer Hawthorne. Each of our former writers: Leia, Dave, D. Scott, Lauren, Richard, Jon and I collectively published our best week of articles yet.
“We were pulling in over 200,000 hits a month. 2009 was 1.5 million hits for us with maybe 100,000 unique visitors, which is pretty good for a blog.” –Nick
We peaked two years after our conception into the Internet when the social media world was peaking as well. It was definitely a high point, and evidence of our beaming potential. But as exciting as this time was, we were growing into an entity that was larger than we could keep up with at the time.
“…Like most Internet endeavors, especially those done out of a labor of love, 12FT arrived with a bang before echoing off into online obscurity.”—Jon
12FT was always transforming, evolving, and molding into what we wanted, what our readers connected to, and utmost, what became of us. We tried everything to keep 12FT moving (even had Jimmy the Intern) to keep us going, but essentially life caught up and we were caught in-between this transition of being a lifestyle blog, online magazine, and a clothing line. Our identity as 12FTDwende became more complex than anticipated and we were in a realm that became too overwhelming to continue pursuing. Eventually, we fizzled out in 2010 and let 12FTDwende rest.
When we left the magazine in 2010, some of our writers moved in and out of the Bay Area to focus on their own projects and pursue their own endeavors. For Nick, Jon, and I—we kept in touch, hustled on our own, but somehow always had the magazine in the back of our minds. This is where Hone Collective stems from—a rebirth of 12FTDwende’s humble beginnings with a vision to continue what was started 8 years ago.