Camouflage, a racy T-shirt and adult toy emporium advertising itself “as the most exciting place to come,” has managed to stay profitable and respectable in a conservative business area by maintaining its sense of humor and emphasizing the tastefulness of pleasure. Store owner Joan Levine encountered support rather than opposition from surrounding business on the Pacific Garden Mall because her store is “unusual and interesting.”
Levine said the purpose in her business and life is to “help make peace in the war between the sexes.” Capitalizing on this idea, Camouflage has grown 700 percent over the last seven years. The former Cooper House T-shirt shop took a decided turn to the sensuous side when Levine’s accountant gave her a pair of edible undies for her birthday, and the ideas kept coming.
“Camouflage plans to stick with ‘adult toys’ because it’s a big part of the business.” Levine said.
Customers have a stimulating shopping experience, to say the least, an experience some shoppers might believe would be more at home on Broadway in San Francisco. Christine Damen, director of creative planning, knows that packaging and displays are important when trying to entice, without embarrassing. She said that the windows and displays are decorated with a tasteful and interesting sense of humor.
Surprisingly, between 70 and 80 percent of the store’s customers are female. Women come in more often to buy for themselves, as evidenced at a recent lingerie show that was not restricted to men only, as in other adult fashion stores in the area. Camouflage emphasizes that women are entitled to have pleasure and feel attractive.
The store’s biggest sellers are its one-liner T-shirts, usually with a racy and humorous theme. Lingerie and edible undies are next on the list of hot items. Besides the products themselves, Levine attributes the store’s phenomenal rate of growth to a professional consultant, more signs to direct and explain the products, and mailers sent to 7,000 preferred customers.
Most importantly, Levine attributes her success to the philosophy: “There are a lot of bad times around. We need more humor, fun and pleasure. That’s what we do here.”

GOOD TIMES, DECEMBER 31, 1986.