It's Now Cool is an Australian swimwear brand founded in 2017 by globally renowned swim photographer Josephine Clough and surf industry veteran Ryan Stanistreet. Born in Bondi Beach, Australia, where street fashion meets beach culture, the brand emerged from Clough's photography platform and quickly gained international recognition with over 400,000 Instagram followers. Known as a 'super sexy, boundary-pushing swimwear brand,' It's Now Cool specializes in 90s-inspired silhouettes with skimpy, body-showing fits that enhance confidence and celebrate the female form. The brand offers mix-and-match bikinis, one-pieces, and beachwear designed for the modern, confident woman with a discerning eye for fashion trends and premium details. Focusing on innovation, sustainability, and collaborations, It's Now Cool sells at major retailers including Free People, ASOS, and Revolve. In 2022, Globe International acquired 50% of the brand, supporting global expansion while maintaining authentic Bondi Beach roots and environmental commitment as a 1% For The Planet member.