Australian swimwear label known for its 90s-inspired silhouettes, vibrant prints, and flattering, body-sculpting fits.
ORIGIN
Australia
PRICE TIER
contemporary
SPECIALIZATION
WOMEN
Founded in 2017 by swimwear photographer Josephine Clough and surf industry veteran Ryan Stanistreet in Bondi Beach, Australia, It's Now Cool is a contemporary swimwear label rooted in 90s beach culture. Clough’s background shooting elite swimwear models directly informs the brand’s focus on flattering, body-enhancing cuts and confident, athletic sexiness.