A love for the ocean and bohemian jet-set spirit launched Mandy Fry into a visionary career with leading surf labels before carving her own path and cofounding Amuse Society in 2014. Amuse is an archetype of beach chic – a ready-to-wear collection with rock ’n’ roll vibes that blends seamlessly with beach knits and bikinis. Inspired by the art of travel and the alluring appeal of all things beach, a signature aesthetic has been created that screams, “That’s so Amuse.” On or off the beach, the style is undeniably bold and rebelliously sexy.
As creative director and president, Mandy and her team conceive and curate this contemporary ready-to-wear, swim and neoprene label in sunny Southern California, all while channeling their rock-muse-on-a-beach-holiday. From there, the latest collection travels the globe, sitting in top retailers all over the world. After all, with Amuse, the journey is the destination.