Monday Swimwear has on Friday opened its second retail location and first New York flagship in SoHo at 464 Broome Street.
Founded by Australian Natasha Oakley and Oakland, Calif.-native Devin Brugman, the buzzy label’s touchdown in the Big Apple marks a significant milestone for the swim, active, accessory and resortwear brand.
It’s also a full-circle moment for the cofounder and models who named the brand Monday Swimwear in a New York taxi in 2013, “based on the idea that if you are wearing a bikini on a Monday, you are having a good day. To now be opening a store here all these years later feels incredibly special,” they said.
“This has been in the works for over a year, and it is something we have approached very thoughtfully from the beginning. But in many ways, it has been over 12 years in the making, as New York is a city we have always envisioned as a home for the brand,” the duo exclusively told WWD. “This marks our first true retail presence in New York, which feels incredibly significant for us. While we have hosted events in the city over the years, including our first pop-up here back in 2017, this is the first time we are establishing something permanent.”
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They noted the 2,000-square-foot retail space, designed to feel like a quiet retreat, is significantly larger than their first Beverly Hills store, which opened September 2025.
“[It] represents one of our most important openings to date. We have taken our time to ensure it feels truly aligned with who we are, because establishing a presence in New York has always been a priority for us,” Oakley and Brugman added. “New York is our number-one customer base and one of the most iconic fashion capitals in the world, so having a space here feels both incredibly exciting and deeply meaningful.”
Set within a historic cast-iron building, the retreat-inspired space, designed in collaboration with New York-based architecture and design studio Sugarhouse, features a high ceilings and a skylit rear space that anchors the intimate fitting room lounge. In its center, furnishings such as a vintage honey-toned mohair daybed, sculptural Pleto Studios lamp and silk pendants fill the relaxing space.
In addition to a custom curved mohair sectional and Bertu Home’s organic stump tables, the duo noted that the furnishings and architecture took cues from the “curves of the human form,” while its tonal palette was inspired by the coastal landscapes and a wide range of natural skin tones.
“The space reflects a shared sensibility around thoughtful design and quiet confidence, with a focus on making people feel beautiful and confident in their own skin. Woven throughout are subtle references to the West Coast. The atmosphere feels light and breathable, offering a moment of pause within the pace of the city,” they said of their second collaboration with Sugarhouse.
Upon opening, the New York store will be filled with a mix of the brand’s signature styles with new seasonal drops. For opening day, this includes core and seasonal colorways including black, ivory, midnight, expresso, sky, Husk Geo, Pond, Micro Green, Azure, Chili Pepper, Sardinia Stripe and more. The Monday Swimwear Micro Geo printed swimwear will also be available in new fabrications including silk and mesh. Following opening weekend, additional drops including Monday Swimwear’s Costa Rei Apple and Caramel styles will be introduced. In addition, Monday Body styles — the duo’s signature activewear — will be available in select colors including midnight, sky, ivory and black.
Their in-store experience was also designed to feel personal, elevated and highly considered through the offering of one-on-one appointments with fit specialists.
“It is a true point of difference for us. Trying on swim can be a vulnerable experience, so it is incredibly important that every client feels supported, comfortable, and confident throughout the process,” they explained of their encouragement for customers to take a slower, more intentional approach within their space after seeing its success at their Beverly Hills location.
