The “taboo industry” of sex shops is not as taboo as we might imagine. The evolving culture around sexual education has blossomed over the years, with shows like Netflix’s Sex Education making it easier to be informed about sexual health, sexuality and consent. For the first time in cinema, we see a mainstream show demonstrating authentic sex, courageously confronting challenges surrounding masturbation, vaginismus and finding one’s place on the sexuality spectrum.
While we may not have Otis Milburn, the amateur student sex therapist in “Sex Education” to guide our sexual predicaments at the University of Oregon, we do have the privilege of learning about sex education at the local sex shop, As You Like It. Stepping into the store immediately challenges our traditional views of what sex stores look like.
“One of the things I like most about the store is its focus on education rather than sales,” Loki Mills, an employee at As You Like It, said. “It promotes sexual health within oneself and with partners. When it comes to the employees, there is little to no judgment about anything.”
Mills provides an inside look at the items sold in the store, ranging from $5to over $100. As You Like It prides itself on offering inclusive products that are eco-friendly. Founder Kim Marks, featured in Xbiz magazine in 2023 for “reshaping the industry and creating body-safe products,” has fostered an environment and culture that allows everyone to feel safe and welcomed.
“We care more about the comfort and safety of our customers rather than a sale,” Mills said. The products sold in sex shops are not held to a standard that is comfortable with Marks, prompting her to personally vet and work alongside the manufacturers.
In a culture that has moved away from preaching abstinence in sex education, it is crucial to openly discuss the nitty-gritty aspects of these topics. As societal attitudes evolve, spaces like As You Like It play a vital role in fostering education, inclusivity and a healthy approach to sexuality.
The store caters to the sexually active, but also offers engaging trivia games on topics such as drag queens, words of affirmation and bachelorette questions. It underscores the idea that intimacy extends beyond just sexual activity. Communication within relationships and the establishment of boundaries in all aspects pave the way for a fulfilling sex life. Purchasing a sex toy is a decision that should be made by both members in a relationship with a focus on both persons boundaries and emotional needs.
As You Like It challenges our society to equally emphasize how sexual resources, self-love and setting boundaries intertwine in sex education. The shop brings forth a call to elevate the standards of how other sex shops operate.
Currently, As You Like It stands out uniquely, not only in its product offerings but also in its environment. The store’s commitment to both sexual wellness and emotional connection sets a standard worth recognizing.
