Pants. Bras. Swimwear. Three things that are really unpleasant to shop for. Full-length mirrors, bad lighting and things that pinch, squeeze and just don’t fit or look right. Newly launched Cocodune hopes to change all of that with a new shopping experience that will take all the pain out of swimwear shopping. Just in time for summer.


With a business model that’s like Warby Parker meets bra company True & Co, Cocodune is a home shopping system where you can select up to four bathing suit styles to try on in the comfort and confidence of your own home, no commitment or cost required. Their fit assistant — which helps narrow down your bathing suit options based on style, fit and poolside activity — helps to further simplify the shopping experience.


All of their affordably priced ($42-$182) sleek, minimalist bathing suits are resistant to chlorine, salt, stains and suntan oil (which you shouldn’t be using anyway) and are made out of high-quality 100 percent recyclable Italian fabrics for a sculpting, more flattering fit. Best of all, the sizing is consistent and the suits — including one-piece bathing suits and mix-and-match tops and bottoms that actually match — are designed and handcrafted right in Los Angeles.


And the Cocodune brand doesn’t stop at swimwear. You can also get oversized towels, handmade leather beach totes and sandals, and sunglasses with your bathing suit purchase. None too shabby, if you ask us.

Do you have any “shopping for a bathing suit” horror stories? Share them with us @BritandCo!

(Photos via Cocodune)