BEFORE E-COMMERCE: Amuse Society’s Mandy Fry, left, and Summer Rapp at the Agenda trade show in July. The label won the “Breakout Brand” award. Their e-commerce site debuted on Nov. 17.
SWIM/SURF
Amuse Society’s New E-Commerce Site
Surfwear veterans Summer Rapp and Mandy Fry made a splash when they launched their Costa Mesa, Calif.–headquartered Amuse Society label in January. Since then, they have introduced their fashion beach-lifestyle label at the Miami SwimShow in Miami, Fla., and won the “breakout brand” award at the Agenda trade show in Long Beach, Calif. Next up, the brand is introducing an e-commerce site (www.amusesociety.com) on Nov. 17, Fry said.
“It’s one place where any consumer can go to understand the brand. It’s our online flagship store,” Fry said.
Amuse Society, which is owned by Stokehouse Unlimited, an Orange County company that also owns men’s surf brand Vissla and eyewear company D’Blanc, will ship e-commerce orders from its warehouse.
Amuse Society’s site will feature lookbooks, blogs and editorials with “ambassadors” of the Amuse Society—athletes, DJs and jewelry designers who will be photographed wearing Amuse Society clothes. “These women really embody the diversity of the brand,” Rapp said.
Amuse Society also has been placed at specialty retailers Sun Diego, Jack’s Surf, Diane’s Beachwear, Revolve Clothing, Free People, Urban Outfitters, Ron Herman and Planet Blue.
