American speak

I absolutely love my new neighborhood, le quartier Montorgueil. It’s a maze of little pedestrian streets that are chockablock with cafes, markets and boutiques. One of the shops I passed on Rue Mandar this morning had me giggling:

Royalcheese
Deluxe

It’s a cool looking shop—a hipster men’s store with jeans, tees and sunglasses that you’d see on the Lower East Side—but I wonder just what that name is supposed to mean?