"Cravenettes" acquisition at Mississippi Valley Textile Museum

I love these guys. This makes three of these tin plate advertisements at the Museum. I'm planning a few more in my series based on these artifacts. Make sure you read the words under the image, which include: "men's furnishings." Any ideas there? Pipes?

And Cravenettes, know what those are? 

Merriam-Webster definition of CRAVENETTE (transitive verb) :  to make (a textile) water-repellent.

So, likely, the coat on this gent's arm is one of the cravenettes carried by Thomas J. Reid.

Sign is approx. from the 1920s. MVTM Collection 2013.53.01