Popular Melbourne shop owner found dead after fire

A popular Melbourne shop owner has been found dead in the burnt out remains of his business.

Gordon Harvey's body was found in the ruins of his clothing and accessory shop Fetish, in Fitzroy's hip Brunswick Street, this morning. 

Detectives and firefighters today combed through debris, broken glass and scorched mannequins as they investigate the cause of the fire, which engulfed the shop and an attached residence at about 4am. 

Mr Harvey is believed to have owned the shop for around two years, and had recently been living at the back of the premises.

Heartbroken locals gathered outside the shop as news of Mr Harvey's death spread around the local community.

Sam, who works across the road at the IGA, said the owner was "a very nice man" who occasionally slept at the shop.

The cause of the fire is still under investigation.