Downtown Fargo is instantly recognizable thanks to the iconic marquee of the Fargo Theatre, which casts the word “FARGO” in glowing lights across Broadway each night. Less than a block away is another beloved landmark, the distinctive sign for the White Banner Uniform Shop. With its black-and-white, angular Mid-Century Modern flair, the sign has been a visual staple of Broadway since at least the 1950s, earning its place as perhaps the second most iconic sign in Fargo.
The White Banner Uniform Shop opened its doors in August 1950 on NP Avenue. It was founded by Laura Funovits, a World War II Navy nurse. Initially, the store catered to nurses, beauticians, and waitresses, offering uniforms, hosiery, and lingerie. In 1954, Amy and Knudt Tideman took over ownership. Just seven years later, in 1961, they encouraged their friend, 28-year-old nurse Eleanor English, to purchase the shop.
With the Tidemans’ support, Eleanor transitioned smoothly from nurse to entrepreneur. Under her leadership, White Banner expanded its inventory to include uniforms for doctors, dentists, pharmacists, barbers, and police officers. Business flourished. In 1975, Eleanor opened a second location at West Acres Mall, followed by a third in Grand Forks in 1981. Then, in 1982, the original store moved into the former Fargo Toggery building near the Fargo Theatre. Rather than remove the Toggery’s signature black-and-white sign, Eleanor repurposed it.
On this date in 1998, it was announced that the West Acres location would move to the TJ Maxx Plaza to better serve customers. Eleanor remained deeply committed to offering excellent service to Fargo’s uniformed professionals. White Banner was always a family endeavor, her two daughters worked in the store, and in 2004, her daughter Mary English Luistro took over ownership. Eleanor continued working with the business until her retirement in 2011.
Although the second Fargo location closed at some point, it reopened in 2015. Two years later, in 2017, the beloved Broadway location closed its doors. Many feared the landmark White Banner sign would be lost, but those worries were put to rest when Boss’ Pizza & Chicken moved into the space. They painted the sign red and yellow, cleverly transforming the triangular portion of the sign into a slice of pizza, ensuring that this iconic piece of Fargo’s history would live on.
Dakota Datebook by Trista Raezer-Stursa
Sources:
- Ahlin, Elizabeth. “A Banner Year for White Banner,” The Fargo Forum, June 27, 1998, pg. B6.
- Author Unknown. “Mrs. Tideman Buys Local Uniform Shop,” The Fargo Forum, March 20, 1954, pg. 3.
- Author Unknown. “White Banner Opens New Shop,” The Fargo Forum, November 22, 1975, pg. 4.
- Matthews, Philip. “A Banner Business,” The Fargo Forum, February 6, 1988, pgs. B1-B2.
- Author Unknown. “Uniform Shop in New Location,” The Fargo Forum, April 24, 1982, pg. A-5.
- Shaffer, Heidi. “Hanging Up Her Uniform,” The Fargo Forum, December 24, 2011, pgs. C-1, C-12.
- Schmidt, Helmut. “Late-Night Ambitions,” The Fargo Forum, June 10, 2022, pg. A7.
- Cowan, Stan. “New Uniform Shop Opens Here Aug. 28,” The Fargo Forum, August 19, 1950, pg. 3.
