SEX IS BACK! Writing by Alexandra Bonnet @alexbonnetwrites
Pleasure Chest
@pleasurecheststores
The Pleasure Chest started in 1971 in New York, at the height of the sexual revolution. Founders Duane Colglazier and Bill Rifkin started out selling waterbeds, but found unexpected success in selling erotic novelties like mood lighting, cock rings and handcuffs. They decided to turn the store into a full fledged sex shop. The company’s first location, which opened in a 47” x 12’ long space in the West Village in 1971, challenged convention by refusing to block out the store windows with XXX, which was standard for any store with adult material. Founders Duane Colglazier and Bill Rifkin aimed to create a department store feel. “We treat our customers just as though they were walking into Gimbel’s to buy a table and chairs,” said Bill Rifkin in an interview in 1972. This simple principle continues to guide and set the Pleasure Chest apart today, now under the leadership of Duane’s nephew Brian Robinson. Pleasure Chest’s bold embrace of sexuality, particularly alternative sexualities, as a healthy part of life has garnered loyal fans along the way such as Joan Jett, who has been quoted saying she bought her leather ringed belt from the Pleasure Chest’s Los Angeles store, and gave it to Sid Vicious. The belt can be seen in many photos of them from the 70s. Pleasure Chest even inspired Queen, whose 1978 song “Let Me Entertain You” contains the lyrics: • • • •
If you wanna see some action We get nothing but the best The S & M attraction We got the Pleasure Chest
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