A new sexual wellness brand is reclaiming the streets of London with a message of liberation, sustainability, and joy through a ten-week fly-posting campaign.
Revolutionary sexual wellness brand SEX BRAND is making noise in London, taking over the streets of Soho with its new F*CK SOHO campaign. The ten-week fly-postering project aims to dismantle shame, censorship, and outdated ideas about sex.
Led by BJ Cunningham, the famed entrepreneur behind Death Cigarettes, and Jack Gove, SEX BRAND’s founder, the campaign floods Soho and surrounding boroughs with bold orange-and-black posters declaring slogans like FCK JUDGEMENT*, FCK SHAME*, and FCK REPRESSION*. The idea is to reclaim the conversation around sex by taking it out of hiding and putting it back where it belongs – in public view.
“The algorithm censors sex. The pharmacy aisle hides it,” says BJ. “We’re taking it to the streets where shame can’t survive. Sex is essential. The more we have, the happier we are. The better it is, the more connected we become.”
Its mission is to spark a “modern sexual renaissance”, but the company is as serious about sustainability as it is about sexual wellbeing. Its condoms are 34% thinner than standard, made from regenerative rubber that restores soil health, and come in the UK’s first fully recyclable PET wrapper, addressing the 150,000 tonnes of annual plastic waste produced by traditional packaging.
“Your dad’s condom was wrapped in plastic, full of forever chemicals, hidden in shame,” says Jack. “We’re the opposite: sustainable, transparent, celebrated. British condoms haven’t changed since the 1980s. We’re changing that overnight.”
The campaign is part activism, part product launch. SEX BRAND is already making waves beyond Soho, with major retailers reportedly in talks to stock the line. It’s a striking blend of cultural commentary and design-led marketing, pairing provocative language with genuine product innovation. Each message is crafted to challenge taboos, but it’s also beautifully executed, embodying the slick, irreverent tone that resonates with Gen Z consumers.
Its products are also tied to a social mission. For every million sold, one million will be donated to communities without access to protection. “Pleasure without guilt. Revolution with responsibility,” as the brand puts it.
At a time when surveys show Gen Z is having less sex than previous generations, the brand’s approach feels like a wake-up call that’s equal parts humour, honesty, and human connection. With its high-contrast visuals and sharp messaging, the F*CK SOHO campaign invites passersby to pause, laugh, and reflect on how disconnected mainstream culture has become from something so fundamentally human.
The takeover runs across Soho, the West End, and other key London boroughs until 2 January 2026, ensuring the campaign’s message of liberation and connection carries through the festive season and into the new year. Whether it’s a marketing stunt, a cultural provocation, or both, the brand has succeeded in doing what the best creative work does: making people look twice, think deeper, and talk about it.
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