Brand profile

Amuse Society

Costa Mesa women's beach-lifestyle label under Stokehouse Unlimited, making fashion-led swimwear, beach knits and dresses with a seventies bohemian slant.

Costa MesaOrigin

UnisexFocus

SkatewearStyle

$$Price

Shop Amuse Society ↗

4 brands like Amuse Society like Double Rainbouu, Duvin, Barney Cools →

What to know about Amuse Society

Beachwear styled, not engineered

Bikinis, one-pieces and cover-ups are cut for how they look off the board rather than for performance surfing, alongside knits, printed dresses and accessories.

Seventies bohemian is the house look

Retro prints, crochet, gauzy cottons and neutral palettes run through the line, which reads closer to a fashion label than a technical surf brand.

Surf-industry parentage, women's focus

Founded in 2014 by surf veterans Mandy Fry and Summer Rapp under Costa Mesa's Stokehouse Unlimited, the same owner as men's surf label Vissla and eyewear brand D'Blanc.

Known forSwimwear

StyleSkatewear Y2K Streetwear

If you like Amuse Society

76% match

Double Rainbouu

$$Resort printsSydney, Australia

Bold-print resortwear with the same loose beach ease

What changes: Unisex Hawaiian shirts, no swimwear category depth

Shop Double Rainbouu

73% match

Duvin

$$Beach leisureOrlando, United States

Retro-palette beach leisure, menswear side of the pool

What changes: Men's trunks and cabana shirts, lower price point

Shop Duvin

70% match

Barney Cools

$$Poolside menswearSydney, Australia

Seventies-tinged poolside surf styling, men's cut

What changes: Menswear-only, sportier and less bohemian

Shop Barney Cools

60% match

Lazy Oaf

$$Playful printsLondon, United Kingdom

Independent women's label built on playful prints

What changes: Cartoon-graphic streetwear, no beach or swim focus

Shop Lazy Oaf 15 brands like Lazy Oaf →

Brand facts

Amuse Society is a women's beach-lifestyle label founded in 2014 by surf-industry veterans Mandy Fry and Summer Rapp under Costa Mesa parent company Stokehouse Unlimited, which also owns men's surf brand Vissla and eyewear label D'Blanc. The line spans bikinis and one-pieces, beach knits, printed dresses, cover-ups and accessories, positioned as fashion-led rather than performance surf. Styling leans seventies bohemian: retro prints, crochet, gauzy cottons and neutral palettes. It sells through amusesociety.com plus surf shops and boutiques across dozens of international markets.

Founded: 2014
Origin: Costa Mesa, United States
Made in: Asia
Price: $$
Focus: Unisex
Facts checked: August 2026
Styles: Skatewear, Y2K, Streetwear

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