26 Mar, 2014
We are thrilled to introduce AMUSE SOCIETY, one of our new favorite brands launching this coming November. Mandy Fry and Summer Rapp, the ladies behind the brand, gave us a little sneak peek into their new line. “AMUSE IS AN ARCHETYPE OF BEACH CHIC. A COLLECTION OF READY TO WEAR, BEACH KNITS AND BIKINIS THAT ARE UNDENIABLY BOLD AND REBELLIOUSLY SEXY. INSPIRED BY THE ART OF TRAVEL, THE PURSUIT OF JOURNEY AND THE SEXY APPEAL OF ALL THINGS BEACH. AMUSE IS A FRESH TAKE ON BEACH APPAREL THAT IS MORE FASHION THAN SURF, BUT TELLS A STORY ABOUT THE TWO. SHE’S A ROCK MUSE ON A BEACH HOLIDAY. BEACH VIDA BLING.”
Bikini Bird: Ladies, coming from such amazing backgrounds, and basically having shaped womenswear in the surf industry, what brought you to creating your own brand?
Amuse: Thank you! We were born entrepreneurs and realized it was finally time to embark on our own journey of creating a brand from the ground up. We both have worked really hard to get where we are in our careers. The natural next step for both of us was to start our own brand…That vulnerability you feel when you put everything out there for people to judge is both frightening and exciting. Most people wouldn’t have the confidence to do it. We both know that in order to be successful, you have to take a major risk like this…The real prize will be when this brand resonates on the consumer level…and we can look at each other and go, “we did this!”
BB: What’s your vibe for Amuse Society? Tell us about the Amuse girl.
A: Amuse is for the girl who has a boldness about her that is unmeasurable and pure irreverence in her blood. She’s the epitome of a rock muse on a beach holiday. Our vibe is a blend of all things beach combined with a rock and roll ethos. Swim wear and cover ups are our passion, so the line has a strong focus on both!
BB: We are so excited for your launch this coming November. What styles and trends should we look forward to see in your Spring 2015 collection?
A: Bold prints, black and white with pops of color and a look that we describe as “beach bling!”
BB: All of our readers want to know, what will you be debuting for swim?
A: A focused assortment of simple suits with a fashion edge. The prints are sophisticated and edgy and the over all vibe is really cool and sexy. We want to provide a high quality suit that is fun and priced well! Our point of view is different from the rest of action sports where we are bringing a line of swim that Is more fashion than surf, yet still functional. By design, that description is extremely vague. You will just have to hold out for all the details.
BB: We don’t know how you do it all, mothers, brand-owners, designers, etc. What advice can you give us on being superwomen?
A: It’s an emotional roller coaster to say the least….We have to constantly remind each other that balance is important. Thankfully, we lean on each other a ton! Not going to lie, we do feel superhuman at times. But it’s that strong desire to be efficient and qualitative at everything we do that keeps us going strong day in and day out. Our children are what motivates us because let’s face it, we are doing what we do so we can provide a strong foundation for them. We both believe that independence and confidence are the best qualities we can instill in our children, and I think by doing what we do, that we are illustrating just that. And, thank God for FaceTime…..where would we be without that!?
BB: Where do you hope to see the Amuse Society and yourselves five years from now?
A: We see the brand being well positioned in all the correct, quality stores, globally, and being very successful at sell through within these fashion and beach channels. Company owned e-commerce will be very important to the brand where we can tell our focused story and maintain strong margins. We also see the team being small and focused, always delivering a clear point of view on brand positioning, brand voice and product direction….and, this goes without saying, but a handful of our own stores are also a plan for the future.