mEEt IT’s nOw COOl

A new label with optimism and sass

Words by Koibird Fashion Team

Sadly, life is not a holiday – quite the opposite. But there are people and places and certain types of weather that make it feel like it could be. Naturally, this all requires a uniform. While there are many (many) brands out there that constitute the perfect holiday uniform, few rival Australian label It’s Now Cool in terms of optimism. We spoke to co-founder and creative director, Josie Clough on what makes it so, well, cool.

It's Now Cool co-founder and creative director Josie Clough

ON THE ESSENCE OF IT’S NOW COOL

“It’s about that confident sand strut you do when you KNOW you look good.”

ON THE BRAND’S COMMITMENT TO SUSTAINABILITY

“Currently we use 100% recycled fabric wherever we can. Our packing, tags and hygiene stickers are all recycled and we are a certified member of 1% for the Planet. This year we are working in collaboration with an organisation called Citizens of the Great Barrier Reef on a mini collection with all proceeds going towards this very important project focused around preserving one of Australia’s (and the world’s) greatest natural treasures.”

ON THEIR DESIGN INSPIRATIONS

“We search through archives of swimwear from the 90s, browse old magazines and watch surf movies.”

“fOLLOwINg wHAT yOU lOVe Is mORE IMpORTaNT THAn TRyING TO dO wHAt yOU THInk OTHeR pEOPLe wILL lOVe!”

ON THE LOOK AND THE FEEL HAVING EQUAL IMPORTANCE

“Inspiration is just the beginning – we put so much attention into our fits and only use the best quality fabrics. We’re about the look AND the feel.”

ON THE DESIRED IMPACT OF IT’S NOW COOL

“We want our customers to have fun and feel good in their swimwear, like they’ll set the sand on fire.”

ON THE PERFECT SCENARIO FOR WEARING IT’S NOW COOL

“You can wear It’s Now Cool anywhere and in any way you like. With denim shorts and an oversized shirt for coffee. To the beach. Out for a surf. Hanging poolside. Or, ideally, on a hot tropical island with a margarita.”

“wE’Re ABoUt THe LOOk aNd tHe fEEL.”

ON CHANGING TACT

“We were initially more about the basics but due to popularity we have focused more and more on stand-out prints and shapes. Following what you love is more important than trying to do what you think other people will love!”

ON THE INFLUENCE OF PERSONAL BACKGROUND

“I have been a swimwear photographer for many years and working with so many different styles and with so many different swimwear models definitely influenced the direction we took the brand! Also, growing up in Australia we are all about the beach and live for summer!”

ON WHAT’S NEXT FOR IT’S NOW COOL

“More of everything! More exciting collaborations, more apparel, more exciting swimwear styles. We have more travel on the cards as well – it will be exciting to shoot in different locations!”

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