They aren't coming cheap though. The condoms cost more than your standard Trojan or other familiar brand. That's in part because the cost of making the condoms is two and a half times higher than standard condom manufacturing, according to the company. It's also partly because they would like to position themselves as a luxury condom brand. Their justification is that they believe if people are paying more and believe that there's a luxury element to the condom, they're more likely to use the condoms.
"We believe that the biggest problem with condoms is, people don't want to use them. So, we need to make them want to use them," Sedic told Tech Insider. "Usually, if something looks cool and is high-priced, people want to take it [sic]."
Right now, LELO Hex condoms are running $9.90 for a 3-pack, $19.90 for a 12-pack, and $34.90 for a 36-pack in preorders. By contrast, a 36-pack of Trojan ENZ costs just $13.27 at Amazon.
Getting more people to regularly use condoms is a serious issue. A study from Indiana University found that only one in four situations with vaginal intercourse involves a condom. A 2007 study found that college students, both men and women, who find unprotected sex more pleasurable, are less likely to use a condom. Bridging that gap is important when 20 million people contract an STI annually, and a 2011 study found that 49% of pregnancies in 2006 were unintended.
The company hopes to launch this summer and is funding the first run through Indiegogo, where they've raised 16 times the amount they set as an initial goal.