Newly relocated Milk Bar made its debut in the thick of the Short North this weekend to a chorus of unfamiliar shoppers asking, "When did you open?"

Newly relocated Milk Bar made its debut in the thick of the Short North this weekend to a chorus of unfamiliar shoppers asking, "When did you open?"

But at least they're not asking if it's a bar, co-owner Eric Hayes said.

"We actually had to add 'boutique' so people would stop coming and asking for drinks," Hayes said of the store's new signage. "I don't understand why you see clothes in the window and you see a bike and you still think it's a bar."

The men's and women's clothing store - whose name is a reference to "A Clockwork Orange" - opened in 2007 at the corner of High and Fifth and recently moved to a more central location, into the space vacated by Segway (which, in turn, moved just a couple doors down from Milk Bar's former spot).

"We tried to be the catalyst for a bunch of other retail shops to open up in that whole north end," Hayes said of the oft-overlooked top half of the Short North. "Ten years from now, it's going to look like this end. However, we couldn't make the long haul. We wanted to get things going faster."

The new location sheds the black-and-white, high-contrast decor in favor of walls the color of a purplish "dusty mauve." Simple, stripped-down fixtures and lighting complete the look. The eco-friendly paint came from Short North materials supplier Greenovate, and some of the fixtures are made from repurposed metal.

Two decorative items are holdovers from the former location: a silver bike, now stationed in the front window, and an oversized board featuring an abstract spray-painting of Jesus' image.

Hayes and his co-owners, Kareem Jackson and Kani Brown, also took the opportunity to adjust the inventory slightly, sticking with the trend-oriented, urban-prep style they've always had, but expanding to a bigger range of prices.

That includes Hyden Yoo tops and jackets and MM6, a sister line from Maison Martin Margiela, for women.

"We're really excited about knowing that we're providing high fashion at a responsible price point," Hayes said.