Stanton Shoes (Gone)
Beloit, WI
Photo courtesy Kelly Sullivan

The glowing “SHOES” lettering at Stanton Shoes gave downtown Beloit, Wisconsin, a storefront worth noticing. It didn’t need a giant arrow or flashing animation just well-kept neon and a familiar name. This was the kind of everyday sign that gave Main Street its personality. 11-10

Opened in 1907, Stanton remained in the same State Street location under the founding family for more than a century. The originally Victorian Gothic building received an Art Moderne makeover in the 1950s, bringing the streamlined storefront and neon that later customers recognized.

UPDATE: Stanton closed in 2024 after 117 years when the owners retired. The sign was reportedly removed and sold at auction, although its destination remains unconfirmed. The building is being renovated for new uses, ending a remarkably long family retail tradition. 07-26