‘Epstein didn’t kill ...’ what? Why is this bizarre sign posted at Boise businesses?

Maybe you got your eyes crossed trying to read the backward message on State Street.

Or perhaps you noticed the weird sign about a convicted sex offender outside a Main Street bikini club.

Either way, if you’re like many pop-culture-challenged Idahoans, you were puzzled.

Why would two Boise businesses — View Point and the Torch Lounge — post messages that insist, “Epstein didn’t kill himself”?

The answer? It’s an internet meme. Google it.

Jeffrey Epstein, as you probably know, was a financier and convicted sex offender. He died in his cell at a New York City correctional facility last year. The circumstances, some believe, were controversial.

That said, there’s apparently no political back story at View Point window and door company, 6715 W. State St.

“I just try to do a different sign every couple of weeks,” explained Jay Pearson, founder of the Boise store. “And it’s hard to do stuff that gets people’s attention.”

Pearson said he didn’t realize the Torch Lounge, 1826 W. Main St., had the same “Epstein” message posted.

“Those guys copied me!” he said, chuckling. “I had it up first.”

The Torch goes the extra mile in the tackiness department. The bikini bar’s sign reads, “Epstein didn’t kill himself,” then adds, “Suicide shots half off.”

“That’s a good one,” Pearson, 53, admitted.

Pearson had View Point’s message erected in reverse on purpose. Bewildered drivers can grab a second look in their rear-view mirrors, he said. “I didn’t want to just put it up there straight up. I wanted to make people think about it.”

Over the years, Pearson said, he’s learned that a fine line exists between a quirky sign and a potential irritant.

“I get people calling me sometimes that are not happy with it,” he said. “... I used to get blasted by some of the stuff I put up there. I’ve tried to calm it down. I’ve mellowed out over the years.”

Really? With Epstein?

“Now I’m getting a little edgy in my old age,” he jokes.

Pearson has encountered some odd versions of the meme online, he added. “I saw (one of) a guy fishing, he pulled a fish out, and there’s a note in the fish’s mouth: ‘Epstein didn’t kill himself.’ ”

Whatever the case, if you haven’t seen the sign — better hurry. Pearson, who has a trove of potential sayings, promises that motorists will encounter a fresh one soon.

“They were supposed to change it Friday,” Pearson said. “We’re too busy selling stuff. The sign’s doing its job!”

This story was originally published March 3, 2020 at 12:12 PM.