About Us

After spending years photographing the world’s most elite swimwear models, Josephine Clough dived even deeper into the industry by creating her own line of timeless swimwear, It's Now Cool.

It’s Now Cool is bred from a love of 90’s beach culture & silhouettes. Sexy, minimal bikinis for those who want to show some skin. Designed so you can mix and match tops and bottom and blend prints and solid colors. The luxe brand reflects modern trends, while always honoring what are timeless, sexy fits.

An evolving collection of bikinis & one pieces, crafted to complement the new age global lifestyle. From barely there-cuts to maximize a bronzed body, to greater coverage for shape & comfort - every woman has been considered. 
New collection drops will be landing every month!! 

Born and bred from Bondi Beach, It’s Now Cool lives for the sun, sand and surf. If you live for sensational summers, this brand exists for you.