Adult retailers around the nation stand strong against rising political tensions while celebrating Pride Month.
(NOTE: This story appears in the June 2025 issue of SE Magazine.)
Every June, tens of thousands of people pack the streets of major cities for a weekend full of color and costumes to celebrate Pride and the LGBTQ+ community. The first Pride, however, was not a parade — it was a protest. Decades ago, queerness and any characteristic related to it were pushed to the brink of erasure. Queer erotica was passed hand to hand, hidden behind curtains or sold from the trunks of cars in dark alleyways, like any illegal contraband.
While rainbow capitalism has since commercialized June, queer adult retailers and their allies are reminded of an unfinished struggle. In a time of renewed censorship, moral panic and anti-LGBTQ+ rhetoric, queer-owned and queer-affiliated adult retailers are still fighting for space, safety and visibility — not just in society, but in commerce.
“I don’t think we should be intimidated by what is happening; on the contrary, we should have a bigger Pride than usual,” says Lane Blackwell, owner of Mojoman Swimwear & Clothing, a men’s boutique for gay clientele in Orlando, FL.
“We are not going to do anything differently this year. We are going to do what we normally do,” exclaims the Orlando native, who believes more attention and focus should be invested in this year’s celebration.
Our commitment to the LGBTQIA+ community has always been — and will continue to be — rooted in love, inclusion and celebration, regardless of the political landscape.
— Jo Badger, Chief Marketing Officer at Fairvilla
That same sentiment is shared on the West Coast, where some retailers feel the sting of the current political climate.
“Many liquor collaborators have pulled out due to pressure — they are scared and don’t think they should support us,” says Hugo Lopez, manager at Does Your Mother Know, referring to the numerous long-term sponsors who have withdrawn support from this year’s Pride Parade. The San Francisco adult retailer opened its doors 30 years ago as a greeting card store. A few years later, the owners, Neil Gelineau and his husband, transformed it into an exclusively gay adult retailer. Today, Does Your Mother Know considers itself an all-inclusive adult store, carrying items for all genders, identities and orientations.
“The type of rhetoric the current administration uses is a blatant abuse of power. It makes people want to fight back,” Lopez continues.
While many adult retailers are not exclusively geared toward the LGBTQ+ community, most sell queer-friendly toys and consider themselves allies.
“Our commitment to the LGBTQIA+ community has always been — and will continue to be — rooted in love, inclusion and celebration, regardless of the political landscape,” affirms Jo Badger, chief marketing officer at Fairvilla. “Sexual health and wellness are timeless pursuits, transcending administrations, ideologies and headlines.”
The Central Florida adult retail chain has long been known for working within its communities, organizing fundraisers and awareness campaigns, including Pride events. This year, in addition to amplifying their participation in the “Come Out With Pride” festivities, Fairvilla is also introducing a special “Pride Night” at its flagship Megastore.
Unfortunately, not all allies have avoided setbacks during this heated climate.
“Some events were canceled, sponsorships got pulled,” says Ruth Arceo, director of operations and purchasing at The Pleasure Chest adult retail chain. “It’s hard, with the tariffs and sponsors pulling out — the sponsors were going to pay for small in-store events. And while it isn’t a lot, every penny counts.”
Still, that isn’t stopping Arceo and her team from participating in this year’s festivities. They plan to email local government officials and activists in Santa Monica to get more involvement in Pride and LGBTQ+ events.
As part of their Pride promotions, The Pleasure Chest’s New York and Chicago locations will hold interactive outdoor activities such as spinning a prize wheel and hosting raffles. While they hope to hold similar events at their Los Angeles flagship, the logistics of that location make it challenging. Despite the cultural pushback, adult retail commerce is holding strong.
“I’m not sure if the political climate played a role, but we actually saw a dip in sales at the beginning of the year,” remarks Arceo, who was initially concerned. “Maybe people were hesitant to be seen shopping at an adult store. However, according to my management team, our current sales are now higher than they were before.”
The current administration has also affected the availability of products like “video head cleaners,” which are often associated with use in the gay community. Shortly after Robert F. Kennedy Jr. gained authority over the U.S. Department of Health and Human Services, which oversees the FDA, he ordered raids on several companies that produce alkyl nitrates. The legal substance has long been popular with gay men, largely because it helps relax the sphincter muscle.
Last year, there were protesters, but I fear it will only get worse.
— Shelly Prideaux, Owner of LoveBird’s Paradise in Urbandale, IA.
Double Scorpio, an Austin-based manufacturer, was forced to shut down all operations immediately. The company’s website initially read, “Double Scorpio has stopped all operations following a search and seizure at our offices by the FDA,” but was later updated to read, “Double Scorpio Under Construction.”
“We have had one instance in which some officials came looking for those video head cleaners,” says Arceo. “True customers know how to ask for them.”
Regardless of the situation, The Pleasure Chest has increased its security and implemented a protocol to immediately close the store and alert local authorities if necessary.
There is also genuine fear among some retailers who are not located in LGBTQ+-friendly areas. For Shelly Prideaux, owner of LoveBird’s Paradise in Urbandale, IA, the tension has led her to opt out of any Pride involvement this year.
“I had a booth last year [in a local Pride festival] and I loved it. I support Pride, but I fear for my safety — not to mention Pride is in the middle of a hot summer in this red state,” Prideaux states. Her decision reflects the complex risk-reward calculations many queer retailers must make when weighing visibility against personal and professional safety.
As Pride Month continues to grow in both cultural and commercial significance, queer-owned businesses remain vital to the adult retail marketplace. They play a substantial role in consumer demand, yet often lack meaningful representation. Whether you’re an ally or a neutral participant, it’s worth remembering: censorship and erasure are not exclusive to the LGBTQ+ community.
While hesitant about her participation, Prideaux says she will continue to advertise, donate and set up Pride-themed displays in her store, regardless of political sentiment.
“Last year, there were protesters, but I fear it will only get worse.”
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