Editor’s note: This story was originally published on Omaha.com

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The name might make people giggle, but Seth McMillan said he’s serious about his new men’s fashion boutique.

McLovin — named for the character in the film “Superbad” who mistaken ly gets a fake ID with the single name — celebrates its grand opening with an evening fashion show and Champagne toast Oct. 10 (a fitting date for a shop whose address is 1010 S. 10th St., between Rain Salon and House of Loom cocktail bar).

McMillan was so serious about style that when couldn’t find the clothing he wanted in Omaha after moving here from the Atlanta area, he was inspired to open his own store.

He was looking for stylish, trendy and colorful T-shirts, underwear, socks, sneakers and accessories, but couldn’t find anything that really suited his look without being too expensive or made by high-end designers.

“My style wasn’t being met,” he said. “No one is catering to this market.”

Not only did other men he talked to have the same problem, but he said that downtown hotel operators told him they didn’t have many options to recommend to travelers looking for a men’s shop in the city center.

Enter McLovin.

“Everybody loves the name,” McMillan said. “Over half of people under 35 know that movie very well. Every time I thought about it, I sort of giggled to myself.”

The shop’s best-selling item has been a $24 pair of Andrew Christian boxer briefs. McMillan has learned that his customers appear to favor boxers over briefs, and returned several packs of briefs he had ordered.