It’s the 1970s. Bedroom acts are sealed behind closed doors, and pornographic magazines are relegated to that dusty spot underneath your bed… but then, here comes Hustler. With bright pages filled with risqué photo shoots that made the competition look modest and demure, Hustler pioneered a new era of adult entertainment in print.
The late Larry Flynt, owner and founder of Hustler magazine, was the first to push past what he saw as the boring glossy prints of tamer magazines and appeal to adult readers who wanted more. Thanks to him, suddenly, sex wasn’t so hush-hush anymore. Instead, it was embossed in bright, sultry images that drove patrons to their local magazine stands month after month.
“For 50 years, Hustler has been a pivotal force in shaping the discourse around sexuality and free speech,” says Liz Flynt, chairwoman and publisher of the magazine. “My husband, Larry Flynt, was a staunch advocate of the First Amendment, championing the right to free expression. His fearless approach to covering all aspects of sexuality, often ahead of his time, fostered an environment where no topic was taboo.”
Indeed, Hustler regularly courted controversy with its dark and witty pictorials — including an infamous one depicting religious conservative activist Jerry Falwell Sr. as an incestuous drunk having sex with his mother in an outhouse — and daring covers, such as a topless woman wearing the American flag as a hijab.
“Let’s not forget our irreverent cartoons,” adds Flynt. “They’re renowned for sharp wit and humor that ranges from biting satire to lighthearted fun, illustrating our unique voice in the cultural landscape.”
Hustler has also long been at the forefront of sex positivity, celebrating bodies as they are, hip dips and all.
“We aim to elevate and promote performers, portraying them in a positive, empowering light,” says Flynt.
Over the years, the magazine has conducted groundbreaking interviews, including with “gonzo” journalist Hunter S. Thompson, talk show host Larry King and professional wrestler-turned-politician Jesse Ventura.
“Our interviews have always been a cornerstone, featuring a diverse array of figures from the arts, adult industry, politics and journalism, each conversation sparking crucial discourse in their respective fields and underscoring our commitment to provocative yet thoughtful content,” notes Flynt.
You can expect the same from the magazine’s 50th-anniversary issue, which hit shelves in late June and features what Hustler is best known for: sex positivity, cartoons, pictorials and interviews.
“As we celebrate our 50th anniversary, I am proud to say that we are here to stay, continuing to print monthly while many of our competitors have either scaled back or ceased publishing entirely,” says Flynt.
The collector’s edition features Sunny Leone, Stormy Daniels, Ginger Lynn and other stars who have contributed to Hustler’s success. The issue also includes a 10-page spread titled “Going All the Way,” featuring twice-crowned XBIZ Female Performer of the Year Vanna Bardot.
In the accompanying 50th-anniversary press release, Bardot says, “To me, the magazine represents sexual freedom — the ability to show yourself how you want to show yourself, not having to abide by society’s standards.”
Other surprises include exclusive interviews with key contributors to the magazine, including Liz Flynt herself.
Hustler’s glitzy legacy lies far beyond just the magazine, however. Larry Flynt went on to open a line of adult clubs, casinos, retail stores and more.
“Hustler has transformed from a provocative magazine into a multifaceted empire encompassing 100 retail stores, casino gaming and broadcast media,” says Flynt. “The demand for adult entertainment remains strong, driven by a fundamental human desire for intimate experiences.”
Riding down New York City’s West Side Highway, one can spot the bigger-than-life posters adorning the local Hustler Club, where expensive bottles of champagne, carefully curated cocktails and dark, sultry furniture bring the magazine’s brand and vision to life. Meanwhile, shoppers can find Hustler apparel on sale at the Hustler Hollywood stores and brand website. From tamer items like hoodies and T-shirts to more raunchy lingerie sets, various styles and accessories are available. In true Hustler fashion, the retail chain also offers dildos, strap-ons, lubes, condoms, prostate toys and more. The company continues to flourish and grow, including a new ecommerce business in Mexico City and acquiring multiple stores.
“Larry always believed in expansion, and I’m pleased to have acquired 40 Lovers retail stores from Playboy to further our reach,” says Flynt.
Flynt has also secured three gaming licenses, the first of which is for the brand’s upcoming casino project: Larry Flynt’s Hacienda.
After 50 years in the business, Hustler has grown from a magazine hiding under the coffee table or in a reading stack on your bathroom floor to a multimillion-dollar business that has made its way into almost every facet of entertainment — including onto the big screen, with an upcoming documentary on the life of Larry Flynt.
“Hustler will remain at the forefront,” says Liz Flynt. “We will keep pioneering new ways to engage and entertain, ensuring our enduring presence and influence.”
