[Register] Fjuckby residents demand rebranding

The good burghers of the Swedish village of Fjuckby have decided they’ve had enough of being the butt of fjuck jokes and are demanding a rebrand, The Local reports.

The Fjuckers finger globalisation as the principal cause of their woes, which “has led to rude English-language associations that the villagers could do without”. To add insult to injury, Fjuckby also contains the Swedish word juck, meaning “fuck” in the local lingo.

Accordingly, Katriina Flensburg wrote a heartfelt letter to the National Heritage Board on behalf of her fellow Fjuckers. It read: “There should not be any doubt at all that, as a result of relatively new associations, the pronunciation and spelling of the place name ‘Fjuckby’ today arouses ridicule, teasing, and hilarity in the general public.

“This regrettable fact engenders feelings of weariness, embarrassment and conditioned shame among villagers, who are often forced against their will to take a tiresome ‘defensive stance’ with regard to the name of their home town.”

The solution to the problem is, the locals reckon, a reinstatement of the name Fjukeby which “as late as the 1930s this was the accepted spelling”.

We don’t think this news will be well received in the Austrian village of Fucking (see an excerpt below). In 2004, the residents voted defiantly to keep their name, despite carloads of sniggering Brits nicking their roadsigns.

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Hauppl explained: “We had a vote last year on whether to rename the town, but decided to keep it as it is. After all, Fucking has existed for 800 years, probably when a Mr Fuck or the Fuck family moved into the area. The ‘ing’ was added as a word for settlement.”

We reckon that Fucking has been around a lot longer than 800 years, otherwise there wouldn’t have been any Fucks to lend their name to the village in the first place, would there?