Sidney Regelbrugge
11.13.25: The Sex Issue, News
Deep in Harvard Square, amidst the many coffee shops, bagel stops, and bookstores, stands “Good Vibrations,” a nationally known chain of sex-toy stores. Less than a mile apart from Good Vibrations is Hubba Hubba, another renowned BDSM-centric business. For some Harvard College students, these sexual wellness stores serve as an essential resource for exploring intimacy and alternative romantic practices. With Hubba Hubba permanently closing on Nov. 24, Good Vibrations is set to be the Square’s last-standing hub for such practices in proximity to University affiliates.
Located at 52 John F. Kennedy St., Good Vibrations, a storefront for the “Good Vibes” corporation founded in 1977 and based in San Francisco, offers an array of products both online and in-store.
Their website’s anthem speaks to their ethos and product line: “In our world, pleasure is celebrated. Shame is erased in favor of empowerment. WHY? is replaced with HOW? Or maybe, HOW OFTEN? Curiosity is revered and encouraged. Information is openly shared. And sex, in every form, can be nothing short of extraordinary. This is the world of Good Vibes. COME JOIN US HERE. WE’LL BE YOUR GUIDE.”
Good Vibrations’s approach to sex toys focuses on rewriting the current shame-saturated narrative, emphasizing that their storefront is a woman-friendly place to shop. The inventory includes vibrators, dildos, lube, penis toys, anal toys, BDSM fetish, harnesses, lingerie, and more. Prices range from $5 to over $150, with the cheapest item being “Poppin’ Rock Candy Oral Sex Candy,” priced at $2. Some higher-end products can cost more than $1,000 and are designed for advanced or specialized use, such as “The Dicktator—Extreme Sex Machine.”
Before Good Vibrations’s establishment in January of 2017, Hubba Hubba was the sole sex store serving the Cambridge community. To Hubba Hubba’s owners, employees, and customers, it was more than a facility to purchase intimacy products; it was a place of education and open-heartedness. What started as an underground, alternative, and woman-owned fashion store in 1978 has transformed into the sex-positive alternative store that it is today.
“Hubba Hubba is: a health education center, salon, art gallery; as well as a place to restart, meditate, dance, meet a date, learn, and become politically active,” the business’s website reads.
However, due to rising expenses, landlord tensions, environmental changes, and a fluctuating economy, the community that Hubba Hubba hoped to amplify is now in jeopardy, and the business is shuttering in two weeks.
Neither Good Vibrations nor Hubba Hubba were available for comment on the impact of their stores on the Cambridge community. Hubba Hubba expressed having faced past controversies with the Harvard community to the Independent, though further details were not shared. Similar to Hubba Hubba, BDSM-oriented stores and communities often contend with comparable misconceptions and misunderstandings.
In an article written by Dr. Namita Chaen—a clinical sexologist, certified sex, intimacy & relationship coach, and certified sexological bodyworker—Chaen addresses the common misconception that BDSM practices are abusive and purely about pain. She challenges this viewpoint by explaining that it is a very consensual and individualized practice for all participants.
“At the heart of BDSM lies the interplay of dominance and submission, where individuals willingly engage in power exchange dynamics for mutual pleasure and fulfillment,” she explains. “Dominance involves asserting control over a partner, guiding and directing their actions within agreed-upon boundaries. Submission entails surrendering control and entrusting oneself to the dominant partner’s guidance and authority.”
While BDSM culture has been more accepted in mainstream media in recent years, typically conservative viewpoints regarding sexual practices seem to have become more common among young adults.
“In the last one or two years, I have noticed more people subscribing to purity culture—I hear more about people talking about having a low body count or waiting for certain relationship milestones than I used to,” an anonymous senior in Winthrop House shared in a statement to the Independent. Despite the Hubba Hubba and Good Vibrations’ struggles, Harvard College undergraduates spoke to the growing trend in demystifying sex in anonymous public forums. “I think in a broader long-term sense, there has been an attitude toward sex positivity over the years; however, shame/purity culture definitely renews itself in waves, and recently there has been a return to conservative attitudes in the last year or so,” a senior in Currier House said.
However, conversations regarding sex, intimacy, and sexual wellness on campus are still viewed as too taboo for open dialogue, delegating such conversations to smaller, personal groups.“Me and my friends I love talking about sex. That being said, I think Americans are more squeamish about talking about sex than certain other cultures (e.g., Europeans),” G.B. ’27 wrote to the Independent.
That same hesitation surrounding open dialogue about sex appears to carry over into students’ real-world behaviors, with the majority of interviewees expressing uncertainty or reluctance about visiting sex stores, including Hubba Hubba and Good Vibrations.
A sophomore in Adams House disclosed that they had been to a sex store in the Square, but did not specify which one, and clarified their visit was not by choice. “[It was] for an initiation task, not of my own volition,” the student said.
In addition to having mixed answers to visiting sex stores in the Square, there was also a sense of uncertainty about the educational purpose of sex stores. “I don’t know if [sex stores] actually affect anything, but rather just have people walk by and giggle,” the sophomore continued. “I think a productive conversation is induced by two people, not just the presence of the store.”
G.B. shared a similar sentiment. “I think they are [a good way to spread awareness about sexuality]. But since it requires people to buy things, I don’t think it’s accessible to everyone.”
In Harvard Square, sex stores occupy a small but visible share of local businesses. Such visibility has sparked conversation about whether the culture they promote will gain more traction in the future.
“Even though I’ve never been to one myself, seeing the signs around the square definitely opened my mind more to the possibility,” the Winthrop senior said. “I’ve also heard friends talking about things they’ve seen or bought at sex stores, which could increase sex positivity, although that is more included in just talking to people more openly about sex.”
Others disagreed, explaining that the sex stores in the Square did place sexual wellness in plain sight; however, that was not quite enough. “I don’t think their existence alone pushes for a sex-positive mindset in the average person due to the general sentiment that hovers around them,” the senior in Currier House said.
Both store owners and Harvard students agree that honest discourse about wellness and intimacy is highly important to create a truly sex-positive environment.
Good Vibrations offers multiple how-to blog guides for people to begin exploring self-induced pleasure and sex toys, both for couples and individually.
The Currier House student emphasized that sexuality should be something that everyone feels comfortable exploring.
“My philosophy is that everyone should feel comfortable exploring their sexuality however they see fit as long as it is done in a manner that is respectful to any other parties involved,” they explained. “Sex is a pretty inherent part of human culture, and I think perpetuating a level of shame or negativity around it creates unnecessary harm.”
With Hubba Hubba closing and Good Vibrations remaining the last sexual-wellness shop in the Square, the conversation regarding sexual wellness and sex positivity seems to be one that will continue, regardless of students’ interactions with these stores. And while Hubba Hubba still has its doors open, students and community members can stop by and explore its diverse products, with all products in the store being 25% off.
Sidney Regelbrugge ’28 (sidneyregelbrugge@college.harvard.edu) hopes that dialogue about intimacy continues across campus.