BROOKLYN, N.Y. — Sexual wellness boutique retailer Wild Flower has announced a brand overhaul concurrent with „a renewed commitment to justice and inclusion,“ noted a rep.

Wild Flower is working with such partners as The Brownsville Project and Passionfruit Farms to „educate, empower and ultimately liberate historically marginalized groups such as Black, indigenous, nonbinary and trans people,“ the rep said.

Explore the revamped site at

„It’s been amazing to see how Wild Flower has been able to push the sex and pleasure industry towards being more inclusive and less focused on gender,“ Co-Founder and COO Nick Boyajian said. „While we still have a long road ahead of us, we are extremely encouraged by the reception, and adoption, of the new standards we are setting as a brand. We will continue to push the boundaries of how society views pleasure.“

The rep explained „Wild Flower’s new look demonstrates that sex toys are not for particular types of bodies, but are meant for people regardless of their body.“

Designer and SMAKK Founder Katie Klencheski noted their goal was to „create something sophisticated yet approachable and human using soft gradients and organic forms to lean in to the emotional aspects of sex — like joy, vulnerability, delight, curiosity and connection — and create a brand world that feels warm and sensual.“

„There is an incredibly wide range of different experience and comfort levels when it comes to sex,“ Klencheski continued. „Wild Flower’s bold yet thoughtful new identity and messaging communicates that all levels should feel welcome, safe, and confident to explore their bodies and their pleasure.“

Wild Flower is also working on new genderless products designed for all bodies.

„After being involved in the pleasure industry for years, in a sex worker capacity and now as CEO of Wild Flower, I’ve learn that any innovations we are trying to make need to be built from listening to our community,“ Co-Founder and CEO Amy Boyajian said. „We are never simply trying to create products; instead we’re trying to fulfill needs and solve issues so that sex can be more pleasurable, accessible, and fun.“

The Boyajians intend to apply their experience with sex work and technology to „elevate the brand,“ the rep said, „to a true sexual health destination.“

„The sex toy e-tailer is now also a sex toy manufacturer, establishing a multi-national sexual wellness community, where their loyal followers can receive education, empowerment, and information and resources related to social justice issues,“ said the rep. „Driven by Amy’s professional experience as an independent dominatrix and pleasure educator the product design and educational community is often a result of their direct understanding of the general lack of education about sexual health and pervasive culture of fear and shame when it comes to sex.“

„Amy uses their practical experience in sex work to ensure the products are developed in a manner that supports the way people really enjoy sex,“ the rep continued. „Amy is also adamantly about ensuring all products and education and discourse in the community promotes safety, empowerment and healing.“

Nick Boyajian is described as „the technologist behind the brand’s innovative product development, design and production.“

„Nick ensures the brand is always innovating in the sex toy space and pushing the limits of the industry. With the proprietary design and launch of the Enby, Nick helped spearhead an industry-wide movement towards more genderless sexual wellness products,“ noted the rep.

„Nick has also led the brand’s commitment to the liberation of marginalized people,“ the rep continued. „Coming from an Armenian family who escaped the Armenian genocide only to later experience discrimination through the United States criminal justice system, Nick has helped lead the brand’s endowments to nonprofit initiatives, such as The Brownsville Project, to promote justice reform and liberate those who have been victimized by systemic inequality.“

Follow Wild Flower online and on Instagram.

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