As a marketing ploy, playing off the English language’s chief profanity is nothing new.  The clothing line French Connection UK likes to print FCUK on the front of shirt, which only a second or third look reveals as an acronym of the company’s name. And this fall, Cee Lo Green released a song that went viral on YouTube, but had to be dubbed “Forget You” for play on radio.

Students routinely walk by the new store on Melrose that features a name that is considered to be profanity by some residents. (photo by Ian Lovett)

Now, a store called FUK U is preparing to open its doors on Melrose Avenue. Calling itself a “Lingerie-Love Shop”, a large pink “FUK U” sign currently hangs above the shop; a picture of a scantily clad woman covers the doors, with a caption beside that reads, “coming soon”.

Though it still has not opened, the store has already riled some neighbors. Jeff Jacobberger, chair of the Mid-City West Community Council, filed a complaint with Los Angeles Department of Building and Safety.

“Melrose Elementary School is just a few blocks away,” Jacobberger said. “I don’t care what’s going on in the store, I just think the sign is inappropriate for the neighborhood.”

Officials in office of City Councilmember Paul Koretz, 5th District, said they had contacted the Department of Building and Safety, but the department did not think they had the authority to take the sign down. Officials in Koretz’s office said they were also going to contact the city attorney to review what other options might be available.

Representatives of FUK U could not be reached for comment.