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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 co-founding Amuse Society in 2014. Amuse represents the coveted beach lifestyle its founders embody, with a completely original twist. Rock ’n’ roll vibes blend seamlessly with sand-between-her-toes style, creating a signature aesthetic that screams, “That’s so Amuse.”

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, 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.