Launched by two industry veterans Mandy Fry and Summer Rapp, Amuse Society emerged from the duo's extensive experience at Roxy and Billabong, combined with their vision to create something edgier in the beach fashion space.
The brand was born in Southern California, where coastal culture meets rock 'n' roll attitude. Amuse Society captures the essence of rebellious beach chic, offering everything from bold swimwear to statement ready-to-wear pieces. Its collections blend bohemian ease with street-style edge, creating a distinctive aesthetic that sets them apart from traditional surf brands.
Drawing from Fry and Rapp's deep roots in action sports apparel, the brand has carved out its own niche, appealing to modern women who want their beachwear with an extra dose of attitude.
