For years, oceanfront stores in Virginia Beach have featured provocative and explicit merchandise, but this could soon change if local authorities implement their plan.

On Tuesday, the Virginia Beach City Council adopted a resolution strongly urging Atlantic Avenue boardwalk retailers to voluntarily remove any “indecent” or “vulgar” clothing from display, aiming to preserve the area’s reputation as a family-friendly destination welcoming people of all ages.

The tourism hotspot, filled with hotels, eateries, shops, and entertainment venues, is reportedly having its wholesome image marred by shocking slogans on storefront mannequins and humorous T-shirts. Examples include shorts on mannequin legs with phrases like “All you can eat” and “It ain’t going to spank itself.”

Councilman Worth Remick, who represents part of the Oceanfront and has fielded numerous complaints, said he is fed up with the displays.

“Enough is enough,” Remick told The Virginian-Pilot. “This is a calm, gentle, nice way to say this is not good for our brand, for our city.”

Local businesses, primarily small and independent, are being encouraged to remove or keep suggestive or inappropriate items out of public view.

The move has divided locals and tourists alike, and retailers selling the merchandise say the items are major moneymakers.

A Virginia Beach store displaying clothing labeled with suggestive text on Aug. 14, 2025. (Erik Hoffmann/Fox News Digital)

“This trend appeals to the younger generation,” Adam Desouki, who manages Ocean 11 clothing and gift shop, explained to the outlet. He stated that the store’s shorts, priced between $25-$35 each, are their hot sellers during the lucrative summer season, and they intend to continue showcasing them.

One 18-year-old resident said he doesn’t have a problem with the clothing and believes the lewd phrases entice customers into stores. 

Businesses, mostly small, independent retailers, are being asked to remove or refrain from placing lewd or suggestive items on public-facing displays. (Erik Hoffmann/Fox News Digital)

“I don’t think they’re that offensive,” Perry Clay told WAVY.com. They’re trying to spur business things like that. I haven’t been offended.”

The city passed a similar measure in 1992, discouraging lewd products in shop displays.