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Amuse Society

Amuse epitomises beach chic. With a ready to wear collection that can be worn at or away from the sand, the brand embodies the carefree, rebellious spirit of the beach – one that is undeniably bold, and defiantly sexy.

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Amuse Society

Amuse Society is a boho-inspired brand for women, co-created by creative director Mandy Fry in 2014. Designed in California, the brand is heavily informed by the culture of the state’s beach culture, with a hint of rebellion included. Amuse Society is focused on producing beach-ready collections for the sea-loving, jet-setting beach-goers of the world who have a soft spot for a rock ‘n’ roll edge. Amuse Society’s designs are airy, floaty, comfortable-fitting pieces that hint at sex appeal while maintaining a sense of order and versatility. Our selection of pieces edge towards loose-fitting sweaters and pants, and Bohemian-inspired dresses and crop-tops that embrace the Amuse Society dogma. We are pleased to stock one of our favourite brands that sticks closely to beach-inspired aesthetics that are so important to Australian fashion and everyday dress, and in several other parts of the globe, like the brand’s home in southern California. This dedication to an aesthetic that fits the environment from which the brand comes is one of the reasons that Amuse Society is able to uphold authenticity, which is something that is valued more and more by those who seek pieces that mean something, pieces that last.


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General Pants Co. exists to disrupt the average and bring together the best global trends and fashion to inspire young-blooded individuals.



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