I just came back from my trip to the West Coast where I spent most of my time in Southern California. Man o man do I love that part of the country, the lifestyle and the people are remarkable and the fashion is no different. I stumbled upon a lot of really cool contemporary brands while I was there and there is this one in particular that I would love to tell you about. It’s called Amuse Society. Maybe you have already heard of it as Urban Outfitters just picked it up, but nevertheless, it is this really unique bohemian brand with an edge. The best way to describe it is a mix between the beach, street, and rock and roll.
Amuse Society was started by two longtime friends and industry leaders named Manda Fry and Summer Rapp. They launched their online store at the end of 2014 and since then it has become a hit. I love visiting their site and browsing through the seasonal lookbooks and blog. Whenever I want to transport my mind to a tropical getaway, this is where I look for inspiration. Their lifestyle is the epitome of easy-going summer living with free-spirited vibes and a touch of street. “Channels a rock muse on a beach holiday,” is how the founders illustrate this beautiful contradiction of beach and street.
I am wearing one of their loungewear sets that are hand dyed with fringe accents. Ever since I started this blog I have been writing about fringe, its one of those trends that get me every time. Anyway, the best thing about this set is it is versatile enough to leave the house in. I envision myself also wearing it for a sunset walk on the beach when the temperatures get chilly. With Spring and Summer just around the corner be sure to check out some of their clothing, I promise that you won’t be disappointed. Just warning you its one of those stores that you’ll find yourself purchasing a bathing suit and at the same time booking a trip to Tulum.
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