Let’s be honest, no one does swimwear better than the Aussies. Known for their stunning beaches and outdoor lifestyle, our neighbours across the ditch practically live in bikinis, so it should come as no surprise that the best of the best comes from their shores. Introducing It’s Now Cool, an Australian swimwear brand that has taken the world by storm with its super sexy, boundary pushing silhouettes, ‘90s designs and commitment to sustainability - and now available at your local North Beach so you can bring a touch of Bondi to your local spot.

A Splash of History

It's Now Cool was founded by creative powerhouse Josephine Clough with a vision to create a female lead brand that speaks to values she believes in including a focus on fits for every body, sustainability and social ethics with zero compromise on style or vibe. A career many only dream of; Josie built her name as a high flying global swimwear photographer shooting for the likes of Sports Illustrated and pointing the lens at household names such as Ashley Graham and Stephanie Claire Smith. The brand's roots lie in a passion for fashion and photography while also celebrating Australian beach culture and empowering women to feel confident and stylish in their swimwear.

Bold & Sexy Designs

Feel that signature IT’S NOW COOL sizzle! 


ICONIC CUTS | LUXE FABRICS | KILLER PRINTS | LETHAL FITS

Unashamedly bold, step into summer with sizzling swimwear inspired by the '90s, designed for those who want to embrace the season with confidence. It's all about strutting your stuff on the sand, exuding that unmistakable self-assured aura when you're fully aware you look fantastic. This swimwear is engineered to make you feel invincible, featuring iconic cuts that turn up the heat and accentuate your natural beauty. It's tailored for the modern, everyday woman with a keen eye for the latest swimwear trends and a taste for premium quality and attention to detail.

Environmental Commitment | It's Now Cool's Sustainable Initiatives

It’s Now Cool has made an alliance with the global movement, 1% for the Planet Org. This initiative means they are committed to giving 1% of gross sales each year to an approved non for profit partner through a variety of supporting channels. 1% for the Planet Org exists to both inspire and encourage businesses and individuals around the world to support environmental solutions.

Furthermore, they’ve taken proactive steps to integrate post-consumer recycled nylon into the fabric of selected swimwear styles and using sustainable packaging throughout. By repurposing old nylon into new, the brand are taking significant strides to close the loop on overproduction and minimise waste in the fashion industry.

At It's Now Cool, we're not just about delivering trendy swimwear; they’re also dedicated to making a positive impact on the planet with a commitment to sustainability and environmental preservation at the heart of the brand's ethos.

It's Now Cool is more than just swimwear; it's a symbol of the Australian beach culture, a commitment to quality and sustainability, and a celebration of the beauty of women in all their diversity. It's Now Cool's fashion forward (and v sexy) designs, comfortable fits, and commitment to empowering women have made it a beloved brand both downunder and around the world. Whether you're heading to the beach or lounging by the pool, It's Now Cool's swimwear is a must-have for those who want to dive into style and make a statement.

So, the next time you're in need of the perfect ‘kini to rock the waves or soak up the sun, make sure to check out It's Now Cool. You'll not only be turning heads, but you'll also be supporting a brand that cares about our planet and promotes body positivity. It's Now Cool is the epitome of Aussie beach fashion, and it's now cool (😉) to be a part of their swimwear journey.

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