Three months after a lingerie shop was forced to close up shop because of its racy name, the “FUK-U Lingerie-Love Shop by Christophe Doumaiselle” has resurfaced a block from its original location.

The lingerie store that previously offended some people with its risqué name is planning to open again. (photo by Rafael Guerrero)

The large, pink sign bearing the establishment’s controversial name looms over 7614 Melrose Ave., next to the Timeless Boutique. Residents recently noticed the return of the shop and were outraged that the sign is back on display. The sign originally went up in October at 7576 Melrose Ave. Residents expressed their anger and local neighborhood associations filed complaints with the Los Angeles Department of Building and Safety, but the department said there was nothing they could do to force the shop to take the sign down. Councilmember Paul Koretz, 5th District, also made inquiries to the City Attorney’s Office to see if there was any legal action that could be taken, but was told that the word, by definition, was not an obscenity.

“If this isn’t an obscenity then I don’t know what is,” Koretz said.

Koretz and the neighborhood associations met with the business owner to try and convince him to change the name or close the shop, but he was unwilling.

“He essentially told us what the sign says,” Koretz said.

Koretz and the community members eventually put enough pressure on the business owner to take down the sign and close the shop.

“We all felt like ‘Superman’ when we got them to take the sign down,” said Denis Weintraub, owner of the Melrose Shopping Center at 7600 Melrose Ave. But the store’s recent return to Melrose Avenue has created an uproar in the community. Residents have already started to complain to their local neighborhood associations and Jeff Jacobberger, chair of the Mid City West Neighborhood Council said he understands their outrage.

“Melrose has a lot of edgy businesses,” Jacobberger said. “It’s not about the content in the store, it’s just the signage. You can shield your children from the content of the store but you can’t shield them from that big sign.”

The store’s new location is also three blocks away from Fairfax High School, one block closer than the previous location. Principal Ed Zubiate has not heard any complaints from parents about the store but did say most of the students at Fairfax High walk down Melrose Avenue on their way home.

“I’m never happy to see stuff like that,” Zubiate said. “But I’m also never surprised at the stuff that goes on at Melrsoe Avenue. It’s become a very ‘edgy’ place.”

David Kaufman, an acting coach who has lived in the Melrose area for 16 years, said he has first-hand experience on how hard it is to shield his children from the sign. He recalls driving down past the store recently with his eight-year-old daughter and hearing her cry out, “Daddy, why is that bad word on top of that store!”

It was the exact reaction Kaufman was afraid of when he first saw the sign at the original location, but he was able to shield his daughter away from that because he did not have to pass the store to get home. But with the move to the new building, the sign is closer to his street and is almost unavoidable.

“You can’t help but walk down your street to get a burger and it’s right in your face,” Kaufman said. “I have no problem with the store, just the sign. It’s just disrespectful to the kids in the neighborhood and in blatant disregard to the people who live in the area.”

Kaufman is one of many residents who have complained to the Melrose Action Neighborhood Watch (MANW).

“I can understand why people with young children would be concerned that there is a big sign that says ‘FUK-U,’” said Paul Lerner, co-founder of the MANW. “Most of us don’t care if they sell sex toys or lingerie, but we are concerned with it having a big sign that says that.”

The owner of the lingerie shop could not be reached for comment.

Jacobberger said the Mid City West Neighborhood Council would put the issue on the agenda for its Feb. 8 meeting and will decide what action to take. It is likely the residents will try to pressure the store owner to change the sign or close up shop again.

“We are sensitive to the economic struggles on Melrose,” Jacobberger said. “But there is a difference between edgy and offensive.”