Hustler Lingerie Travels to China for Development Project

Joanne Cachapero
NEW YORK — Hustler Lingerie President Elan Rofé and Creative Director Wilson Kello are in China developing the company’s upcoming collections. Based on consumer feedback and market trends, the team has traveled to China to seek out innovative new products.

"These intensive development retreats are designed to generate literally thousands of concepts, from which we'll ultimately develop just a few winning designs,” Rofé said. "We're in the middle of China. There is literally nothing to do but create, create, create — day and night."

Since May, the company has launched several new design and marketing concepts, including a men’s underwear line that had been in development since last summer.

The company also launched a wholesale website with a MySpace format that hoped to streamline the ordering process for vendors and retailers.

New designs for the lingerie line are a tightly held secret.

"I can't really say what we're working on exactly," Kello said.

"That would spoil the surprise. Let's just say that I have a giant suitcase of sketches, clippings, inspiration pieces—and some unmentionable items—that I'm using to get this team fired up,” he added.

“I'll fill the main design room with images that reflect my vision for the next phase of Hustler Lingerie, and then we'll see what they come up with. I expect to have over 200 new products to debut once it's all said and done."

The Hustler Lingerie team has more travel planned for the summer, including stops at various trade shows including Adult Novelty Expo and StorErotica, as well as the ETO Show in Birmingham, England, the International Lingerie Show and Venus Berlin.

For more information on Hustler Lingerie, Hustler Costumes and Hustler Men's Underwear, email or call (212) 710-1860.