Monday Swimwear opens first New York flagship in SoHo

Monday Swimwear has planted its first New York flag in SoHo, opening a 2,000-square-foot flagship at 464 Broome Street and turning a brand built online into a much more tactile retail experience. The new store is the label’s second retail location overall and its first permanent presence in New York, a market the founders say has long been central to the business.

For Natasha Oakley and Devin Brugman, the opening carries a clean, almost cinematic symmetry. The brand was named in a New York taxi in 2013, and the pair said the SoHo project had been in development for more than a year. After more than 12 years of building Monday Swimwear through e-commerce, wholesale and events, including a New York pop-up in 2017, the flagship gives the brand a real address in the city that helped inspire its name.

That matters for a swim label more than it might for a T-shirt line. Monday Swimwear says New York is its number-one customer base, and its assortment is built around fit as much as fantasy, with styles designed for cup sizes AA-G and sizes 00-16. In other words, this is a brand that sells by precision. Swimwear, activewear and resort pieces all benefit from being touched, tried on and compared in person, especially when the difference between a good fit and a great one can come down to a strap, a cup shape or how a fabric sits on the body.

The SoHo store itself leans into that logic. Set inside a historic cast-iron building, the space was designed with New York-based studio Sugarhouse as a quiet retreat rather than a loud showroom. A skylit rear room, an intimate fitting-room lounge, a vintage honey-toned mohair daybed, a sculptural Pleto Studios lamp, silk pendants, a custom curved mohair sectional and Bertu Home organic stump tables give the flagship a softer, more residential feel than the average retail box. The tonal palette pulls from coastal landscapes and natural skin tones, a visual cue that keeps the brand rooted in beachwear while making room for city customers who are buying vacation dressing long before they leave town.

The store is also significantly larger than Monday Swimwear’s first Beverly Hills location, which opened in September 2025. That expansion points to a broader shift in how resortwear sells now: not as a seasonal niche, but as a year-round wardrobe category with enough range to justify permanent space in one of fashion’s most competitive neighborhoods.