Eighty years ago, Daniel J. Wellehan founded Sebago with his partners and friends Joe and Will, bringing to life a project born from a strong connection to the local area and the desire to create authentic products designed to last. From this vision, a line of classic moccasins quickly took over the market thanks to their high-quality craftsmanship and attention to detail.
From 1946 to today: the evolution of an American style icon
Over the decades, Sebago® has expanded its stylistic universe beyond the traditional penny loafer. The brand has developed collections inspired by the nautical, urban, and outdoor worlds—Docksides, Citysides, and Campsides—building a recognizable identity and an increasingly consolidated international presence. At the same time, the offering has also expanded to apparel, strengthening the brand’s positioning in the lifestyle landscape.
This growth has been supported by distinctive communication, characterised by iconic campaigns and collaborations with key figures such as sailor Gary Jobson, who have helped strengthen Sebago®‘s image around the world.
Today, the brand continues to be founded on the values that have made it successful: quality materials, craftsmanship, timeless elegance, and a profoundly American heritage. At the same time, Sebago® has embarked on a growth path that has consolidated its presence on international markets. Europe, in particular, represents a strategic area thanks to a network of single-brand stores that, starting in Italy, has gradually expanded to the main European countries.
Against this backdrop of growth and continuity, the eightieth anniversary celebrations are taking shape through a calendar of initiatives, events, and special projects dedicated to the brand’s community.
The Sebago Boat Tour: Docksides becomes a boat
A trip to the main European cities
To celebrate its eightieth anniversary, Sebago® launched the Sebago Boat Tour, a traveling project that took the brand to major European cities with an original and visually striking initiative.
The tour’s protagonist is a boat shaped like the famous Docksides, the model that has helped define the brand’s identity since its inception. A symbol of dockside life and a relaxed yet refined style, the boat shoe is transformed into a veritable vessel ready to sail along some of Europe’s most iconic waterways.
The tour began in Milan, where the boat sailed through the Navigli canals from April 20th to 26th during Design Week. It then arrived in Amsterdam from May 27th to 31st, before reaching Florence from June 16th to 18th to coincide with Pitti Immagine Uomo. The final stop was scheduled for June 23rd in Paris, along the Seine, during Fashion Week.
Each event was accompanied by dedicated events, opportunities to meet the local community, and exclusive capsule collections created for each city and available at local Sebago® stores. The Boat Tour thus became a tangible manifestation of the brand’s values, generating visibility, engagement, and authentic connections with the public.
The boat is the original vessel that once belonged to the founder of Sebago®, later purchased by Marco Boglione, President of BasicNet. During the restoration, it was equipped with an electric motor, aiming to combine heritage with a more sustainable approach, also allowing it to navigate waterways such as rivers and canals, where traditional motors are restricted.
Made in USA Capsule Collection: A Return to Origins
Docksides celebrates American heritage
To celebrate its heritage in the most authentic way possible, Sebago® symbolically returns to its roots with the Made in USA capsule collection.
At the heart of the project is once again the Docksides, available in two men’s versions and crafted from premium full-grain leather. The shoe is entirely produced in the United States, paying homage to the brand’s origins and the manufacturing excellence that has been a cornerstone of Sebago®’s identity for eighty years.
The capsule is completed by a selection of leather accessories, including coasters, diary covers, key rings and valet trays, all made in the United States using traditional artisanal processes.
The Made in USA collection will be available in a limited edition on the official website and in selected flagship stores in Italy, France, and Spain. The accessories will also be available exclusively at the London store.
Sebago YearBook: 80 Years of Culture and Style
A collectible editorial project
The Sebago YearBook was born as an editorial project designed to preserve and narrate the brand’s culture through a narrative that intertwines images, testimonials, and stories.
More than just a commercial product, it presents itself as a series of collectible bookazines dedicated to the history of Sebago® and the places that have influenced its identity. The pages lead the reader into the heart of Maine, amidst local traditions, iconic landscapes, and atmospheres that have helped define the brand’s DNA.
Now in its third volume, the project confirms its status as a living and ever-evolving archive, capable of transmitting the values, vision, and spirit of Sebago® to new generations.
Celebrating eighty years of history thus means acknowledging the journey we’ve made and, at the same time, looking to the future with a clear direction, continuing to evolve without losing the authenticity that has always distinguished the brand.
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