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

Check out the neon lettering on Stanton Shoes, one of those classic downtown storefronts that takes you back to the days before shopping malls and big-box stores. The glowing "SHOES" sign stretched across the front of the building, making it hard to miss while strolling through downtown Beloit. Signs like this gave Main Streets plenty of personality. 11-10

Stanton Shoes traced its roots back to 1907 and remained a family-owned business for more than a century. Generations of customers stopped in for a new pair of shoes while the vintage neon quietly became a downtown landmark in its own right. Sometimes it's not the biggest signs that leave the strongest impression.

UPDATE: After 117 years in business, Stanton Shoes closed in 2024 when the owners retired. The historic neon sign was removed and sold at auction, while the building is being renovated for new uses. It's a shame the sign no longer lights up downtown Beloit, but hopefully it found a good home with someone who appreciates its history. 07-26