Hustler is officially published by LFP, Inc, which also produces pornographic films. Hustler retail store in West Hollywood, California An old member of Hustler magazine has described the relationship, saying, 'Larry is the show, and Jimmy makes it go'. However, Larry fired his brother in 2009, after which Jimmy began developing his own business, Jimmy Flynt's Sexy Gifts Stand. Jimmy wrote the check for $5,000 to pay for the club in Cincinnati, and he was listed on the masthead for volume 1, number 1 of the magazine in July 1974. The business first began in Cincinnati, where Larry Flynt and his brother, Jimmy Flynt, opened up a store in 1969. Both licensed enterprises are operated by LFP's partner, Deja Vu. The chain's flagship store is on Sunset Boulevard in West Hollywood. Other enterprises include licensing the Hustler name to the Hustler Club chain of bars and clubs and the Hustler Hollywood store chain that sells adult-oriented videos, clothing, magazines and sex toys. Larry Flynt Publications also licenses the Hustler brand to the Hustler Casino in Gardena, California, which was owned directly by Flynt as an individual through his holding company El Dorado Enterprises.

Hustler frequently depicts hardcore themes, such as the use of sex toys, penetration, oral sex and group sex. Today, Hustler is still considered more explicit (and more self-consciously lowbrow) than such well-known competitors as Playboy and Penthouse. In the 1990s, Hustler, like several of its competitors, began featuring hardcore depictions of sexual penetration and oral sex. Hustler was among the first major US-based magazines to feature graphic photos of female genitalia and simulated sex acts, in contrast with relatively modest publications such as Playboy. The magazine grew from an uncertain start to a peak circulation of around 3 million in the early 1980s it has since dropped to approximately 500,000. Introduced in 1974, it was a step forward from the Hustler Newsletter, originally conceived by founder Larry Flynt as cheap advertising for his strip club businesses at the time. Hustler is a monthly pornographic magazine published by Larry Flynt Publications (LFP) in the United States. Larry Flynt Hustler Club on West 52nd Street in New York

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