Born in Bondi Beach, It Now Cool was created by Josephine Clough after spending years photographing the worlds most elite models. Bred from a love of 90’s beach culture and silhouettes, offering sexy minimal silhouettes as well as shapes that offer greater coverage for every woman in mind. After launching wholesale this year in the US, It’s Now Cool has partnered with top tier accounts Revolve and Free People and is now expanding distribution into the international market.