In a move that bridges the gap between resort leisure and urban sophistication, Monday Swimwear has opened its first New York flagship at 464 Broome Street in SoHo. The 2,000-square-foot space, housed in a historic cast-iron building, is the brand's second retail location and a significant milestone for founders Natasha Oakley and Devin Brugman. The duo, who named the label in a New York taxi in 2013, have long envisioned the city as a home for their swim, active, accessory, and resortwear line. "If you are wearing a bikini on a Monday, you are having a good day," they said, reflecting the brand's ethos of effortless confidence.
This opening is particularly resonant when viewed through the lens of lingerie and swimwear history. The modern bikini, introduced in 1946 by French engineer Louis Réard, was once considered scandalous for revealing the navel. Monday Swimwear's evolution from a digital-first brand to a physical flagship in a fashion capital mirrors the industry's shift from hidden undergarments to celebrated, wearable art. The SoHo space, designed by Sugarhouse, features a skylit fitting room lounge, a vintage mohair daybed, and sculptural lighting that echoes the curves of the human form - a nod to the body-positive movement that has redefined swimwear as a statement of personal style rather than mere utility.
The store's tonal palette, inspired by coastal landscapes and natural skin tones, reinforces this inclusive vision. With one-on-one fitting appointments and a curated mix of signature styles and new seasonal drops - including the Micro Geo print in silk and mesh - Monday Swimwear is crafting an experience that feels both intimate and aspirational. As the brand's cofounders noted, "Trying on swim can be a vulnerable experience," and their focus on thoughtful design and quiet confidence is a welcome evolution in a market long dominated by fleeting trends.
Originally reported by WWD