It’s Now Cool is an Australian swim and lifestyle brand known for its bold prints, confident silhouettes, and playful approach to beachwear. Inspired by travel, youth culture, and a carefree coastal spirit, the brand creates swimwear that celebrates individuality and self-expression.

Why we stock it: Blending vibrant color, unexpected details, and modern cuts, It’s Now Cool offers statement pieces designed to stand out—whether at the beach, poolside, or on holiday. The brand balances fun with function, delivering quality craftsmanship and flattering fits.