Australian swimwear brand known for its 90s-inspired silhouettes and bold, boundary-pushing designs. [1, 14]
ORIGIN
Australia
PRICE TIER
contemporary
Founded in 2017 by swimwear photographer Josephine Clough and surf industry veteran Ryan Stanistreet, It's Now Cool emerged from Australia's iconic Bondi Beach. The brand is defined by its "super sexy, boundary-pushing swimwear" that channels 90s silhouettes with skimpy, body-confident fits. Core to the collection are pieces with "iconic cuts, luxe fabrics, and killer prints" designed for a modern, confident woman. The brand's aesthetic merges the energy of street style with on-sand beach culture, creating a signature 'sizzle'.