"Everybody decided it would be a great thing to do," Hustler Vice President of Licensing Theresa Flynt told XBIZ.
Flynt said that the design team that currently makes Hustler women's lingerie, International Intimates, is taking the reigns for the men's line and will hopefully have product ready for order in the fall.
"They've done such a phenomenal job with our women's line," Flynt said. "They've been in the lingerie business for 30 years and have great experience with underwear."
The men's line will feature boxers, briefs and what Flynt called a "Hustler humor" collection with silly images and sayings printed on the fabric. All of the pieces will feature a wide waistband stamped with the Hustler name, which Flynt said will likely stick out from waistbands in the way Calvin Kleins did for rapper Marky Mark.
And as with Hustler's current lingerie line, Flynt said, none of Hustler's products are exclusive to the store, and the men's underwear will be available in other adult boutiques and mainstream chain stores, such as No Fear and Mr. X.