There was a point on Thursday night, in a converted art gallery in East Village during New York Fashion Week, that two bar-pierced nipples came from underneath a Pornhub and Richardson collaborative bathing suit. They weren’t out for long, but garnered a few extra singles from the surrounding crowd of stylists, fashion editors, photographers and industry hangers-on. Partygoers like Diplo, Joey Bada$$, Jemima Kirke and Kelela milled between that main stage and a smaller set up where dancers performed. Between throwing dollars (some recycled from bills already laying on the floor) attendees chronicled it all, uploading photos and videos to Instagram and Snapchat, one even live-streaming on Facebook. And while that seems commonplace for our lives now, it does speak to a destigmatization of sex.

That pop-up strip club, with its talented, sometimes nipple-pierced, butt-rippling, platform stiletto-wearing dancers was the official launch of Pornhub’s latest apparel launch. The project sees the adult entertainment site collaborate with Richardson, a provocative art, sex and culture brand on a 8 piece collection that launches today. Amongst the stand out pieces: a $45 flags t-shirt which lists the flags of countries where Pornhub is permitted and banned and a $45 collage print shirt of pornstar Asa Akira. The entire project is just the company’s latest step in building themselves as a fully realized lifestyle brand. And walking through the party, watching partygoers take photos of themselves in front of the branded walls, it did beg the question, why can’t we have a porn-based lifestyle brand in America?

According to Pornhub statistics, the site boasts 60 million visitors daily, with a dedicated membership base of over 4 million users. That’s a hell of a lot of people and the brand arguably has the name recognition of YouTube in the X-rated world. What’s more: across society we’ve seen sexual liberation happening. Sex positivity is certainly a large component of that but the ability to take fans from one avenue of your life and translate them into a completely new path, regardless of your past is another. Take the way Trump turned his notoriety from reality television into a presidency. Or even Kim Kardashian.

This isn’t to slight Kim. The ability to turn a bad break like a leaked sex tape into a multi billion dollar, multi channel, global brand takes a hell of a lot of hard work, ingenuity and intelligence. The Kardashian’s business acumen can’t be short shrifted. How many other people had a leaked sex tape that was the beginning of their ascension? This wasn’t luck. But still, the phenom makes it clear that the scarlet lettering that pornographic content entailed is long gone.

“The personal journey of sexual liberation is becoming not only widely accepted, but celebrated,” Andrew Richardson, the man behind Richardson, said about his collaboration with Pornhub. “With the solidarity of countless communities worldwide, we can now fearlessly be who we want to be, and freely express ourselves, our tastes, and permissive nature to our community. The partnership between Richardson and Pornhub formed seamlessly during this exciting time. Our current climate of access, where the boundaries of our public and private worlds are now closer together than ever.” As celebrities lined up to enjoy the wares, enjoying sex was no longer a secretive act.

Jemima Kirke

The project is only the latest for Pornhub, though, in pushing into this space. In addition to funding the dreams of college students, in 2015, Pornhub launched a New York City themed capsule collection of pieces, some of which sold out. Months later, they kicked off January 2016 by having Diesel launch an ad campaign on the site in a global first which the denim company later said caused a “31 percent increase.” The following September they collaborated with the subversive, boundary pushing fashion brand Hood By Air on a fashion show with models made up to look post-”money shot” and collaborative pieces on the runway. Your favorite procrasturbation site is well on its way.

So maybe it is time for an x-rated brand to step into the lifestyle pool. Why not? Back at the Richardson pop-up, a group negotiated with one of the staff members. “I really need the bomber,” a tall, lanky guy said. “Yeah, I also really want the shirt you have on,” the girl beside him pleaded. Neither seemed bothered by the fact that both pieces were branded with the word Pornhub. And, today, when the societal ethos is mostly “don’t be ashamed of who you are,” why would they be?