Vintage store signs from the 1970s live on in Astoria

Astoria is known for its low-key neighborhood vibe, Greek food, beer gardens….and some very atmospheric vintage store signs on the main drag of 31st Street that look time-capsuled from the 1960s and 1970s.

It’s hard to beat this charming, no-frills sign from Rose and Joe’s, a traditional Italian bakery (and pizza place). The bakery has been at this address since the 1970s; previously it operated on the corner of 31st Street and Ditmars, per

Housewares shop King Penny has a mom and pop neighborhood store feel to go with the old-school signage and striped fabric awning. Psychic readings, why not?

The Fabric Center sign just gives it to you straight in big bold red letters and a few details in blue. Based on the sign, I’d guess this business has been here since the 1970s, but I found no corroborating information.

Ferrari Cleaners has a horizontal sign over the entrance that may not be nearly as old as the vertical one attached to the facade on the second floor.

La Guli Pastry Shop is another stunner: the classy cursive lettering, slightly torn fabric awning, the curves in the display windows.

It’s hard to guess how old the sign is. But the folks behind La Guli have been running it in this location since 1937, and the current owner actually grew up in the apartment above the store, according to their website.

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10 Responses to “Vintage store signs from the 1970s live on in Astoria”

  1. Mykola Mick Dementiuk Says:

    I like the curving front of La Guli Pastry, you don’t see much of that anymore….well, at least I haven’t.

  2. countrypaul Says:

    Too bad they need the rolling security gate blocking part of the sign at the Sewing Center. And would the box at left contain its motor?

  3. ephemeralnewyork Says:

    I’m not sure what that box is, but yeah, the roll down gate must be an unfortunate necessity.

  4. Bob Says:

    The La Guli Pastry Shop storefront today looks different from the 1940 tax photo.

    2915 Ditmars Boulevard:

  5. Bob Says:

    Rose & Joe’s c. 1980:

  6. Bob Says:

    King Penny c. 1980:

    Very similar to the past, but maybe refreshed

  7. Bob Says:

    36-04 Ditmars c. 1980:

    Not “Fabric Center” yet in 1980…

  8. Bob Says:

    35-06 Ditmars c. 1980:

    No Ferrari Cleaners yet…

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