LFP, the parent company of Hustler Magazine, has launched a lingerie line.
When we looked at the success of our other branded apparel products, the t-shirts, robes, accessories, etc. we saw the time was right for us to concentrate on a strong intimates line,” said Theresa Flynt, vice president of licensing and brand management and daughter of company founder, Larry Flynt.
To introduce and develop its new brand, the company signed a deal with apparel maker, International Intimates, which is known for its brands such as Anna Sui, Necessary Objects, Rene Rofe, Sophie B and Hot Bottoms.
“We have found the ideal partner in International Intimates. As a leader in the intimate apparel industry they have shown us that they share our vision for the line and they are aware of tremendous potential for the brand in this market,” said Larry Flynt.
The line will launch at October’s International Lingerie Show, in Las Vegas with sub-categories representing the many facets of the Hustler lifestyle, the company says. Sub-brands like Barely Legal, Taboo and Hustler University will show their own identity and focus along with the leather, seamless and hosiery lines.
“We are expanding the line tremendously, capitalizing on the brand’s strength worldwide. It was very important when creating this line that we pay close attention to the branding effort on every level. We have worked very closely with Mr. Flynt and the Hustler team to identify what Hustler means to them and to America, and how we can convey these ideas through the collection,” said Elan Rofé, president Hustler Lingerie.
The line will include basic cotton and micro fiber panties, along with a full range of so-called club wear, made up of dresses, boy-short sets, teddies, bikinis, micro-minis, bustiers and an assortment of schoolgirl styles that will go under the Hustler Reform School label.
The line will also feature more than 200 styles of panties that include the Hustler University style, which features humorous slogans, along with the rock’n’roll-themed Hustler Rocks style and the Barely Legal style, of bright-colored lace panties.
The “Hustler Cock Tails” collection features cleavage enhancing corsets, cup-less bras, S&M-themed wristties and an assortment of pasties, including nipple tassels.
A fetish line will also be featured, including leather dresses, bra and panty sets, corsets, ass-less chaps and an assortment of harnesses, along with a real, working chastity belt featuring faux-fur lining and skull rives.
Latex items are also included in the collection, including pencil skirts, spanking skirts, panties, mini-dresses, gloves, cinchers and a new “pleasure panty” made with “orgasmic stimu-point technology, not previously available in the U.S.
The line’s catalog will officially launch in October, with merchandise shipping in November.
The company is already planning for a star-studded Hustler Halloween party at Stereo, one of New York City’s premier nightclubs, as well as a celebrity fashion show at Hustler Hollywood. Hustler Lingerie will be featured in in-store displays and signage, and will also be running an extensive advertising campaign in the trade press.
