I hate to mock. I prefer more subtle means... but sometimes you've just got to laugh!
When the French use English words in their shop names, in such sadly failing attempts to appear chic or trendy or avant garde or I don't know what, I really believe they have no idea of the extent to which they fail...
In the same way as shops called 'Madmoiselle' in my local high street back in Enfield, North London, strike me as mind-numbingly naff, boutiques called 'Miss' in the heart of Paris make my stomach feel quite queasy-uneasy.
"Heat Men". Hmmm. Don't know quite what to make of this one...
Is it an incitation? Should we all get our stolen science lab bunsen burners out and start putting the hots up every non-female type we come across?
Or perhaps the message is much more subliminal and our lady friends are supposed to turn us on and then devour us... "Grrrrr", is what I say... indeed.
In any case, hot or not, they're certainly looking to shift product quickly by the looks of things, so enjoy this shot while stocks of steamy guys coming out of sultry boutiques last... ummm, not.