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New Details Out on Stokehouse Women’s Brand

More details, including a name, on the women’s start-up that’s part of Paul Naude’s Stokehouse Unlimited have been released.

The Costa Mesa-based company’s women’s brand is called Amuse Society and will make its debut in July at the Agenda trade show.

The line, which the company said takes inspiration from the beach and street, includes swimsuits and coverups, with the spring 2015 collection expected in stores in November.

The company also made a key hire in Lydia Ballesteros as vice president of merchandising. Ballesteros is the former head of merchandising and design at Costa Mesa-based RVCA, which is part of Billabong International Ltd..

The brand’s co-presidents, Mandy Fry and Summer Rapp, were announced in January.

Naude, the former head of Australia-based Billabong International’s Americas business, serves as Amuse Society chief executive.

Stokehouse also recently announced men’s apparel line Vissla and sunglasses brand D’Blanc.

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