LOS ANGELES — The Tom of Finland store is now offering Cockheart, a U.K.-based streetwear clothing brand.
The brand’s aesthetic dovetails with Tom of Finland’s ongoing efforts to establish partnerships and a greater presence in the adult sector, “most notably in the sex toy category,” a rep told XBIZ, “presenting our products as objets d’art.”
The Tom of Finland store is currently the sole retailer of Cockheart in the U.S. They scouted the brand on Instagram “through people we follow,” the rep said.
“It's a good fit for us as they promote positive and inclusive attitudes toward sexuality, which is also part of the mission of the Tom of Finland Foundation.”
“They are fashion-forward and relentlessly queer, which we fully embrace.”
The Cockheart line includes caps, boxers, socks, jewelry, tote bags, T-shirts and other items in a variety of styles emblazoned with the "cockheart" symbol.
The symbol “aims to provoke but never offend,” notes a label rep. “A safe space for everyone, however you identify yourself.”
“Whatever your interpretation, we want our clothes to inspire you, we want you to look and feel good wearing them and we want you to have fun. We seek to challenge heteronormative values and rituals by creating an icon-based identity queer people can congregate around.”
“We should all have the freedom to present our authentic selves, and to celebrate how beautifully diverse we are.”
In related news, Tom of Finland is offering branded prophylactics in partnership with One Condoms. A portion of the proceeds from all sales of the condoms benefits the Tom of Finland Foundation.
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