Not too long ago, the average consumer would blush when talking about Larry Flynt's business. Today, they very well may be promoting his company on their shirt.
As the porn film business continues to see revenues decline – a victim of both piracy and the copious amounts of free content on the Internet – more and more adult companies have begun expanding into new fields of business. And business has been good.
Hustler leads the charge in this area, having spent years building up a successful clothing line, opening casinos and even publishing the occasional mainstream magazine (including the video game-centric Tips &Tricks Codebook).
"July will be our 39th year," said Michael Klein, President of LFP, Inc. (the holding company for all Hustler brands). "It's an iconic brand and people know the name through Larry. So we decided to expand the brand reach. … It just makes sense to expand it to other areas you can monetize. Launching an apparel line was one of them."
(Read more: Porn's Most Powerful Players)
That apparel line has become a pop culture hit. Even celebrities are regularly photographed in Hustler shirts. And it's a hot selle rat Spencer's stores around the country.