The name of the “well-known boot and shoe retailers” on 97 Parnell Street is difficult to make out, which is entertaining, but my best guess is that it read ‘King & Co’.
Regardless, it’s quite a lovely sign with a red drop shadow. It’s laid out on the facade to allow the larger words to stretch out at points uninterrupted by windows, tucking shorter words in between, though it does seem like it’s made the most important words the smallest – perhaps the faded company name was enough of an advertisement in itself.
