Sebago is celebrating its 80th anniversary. The brand spent almost ten of these years in the portfolio of the Turin group BasicNet. In the summer of 2017, the company, which today controls Robe di Kappa, K-Way, Superga, Sundek and Woolrich, among others, acquired the Sebago brand from the US group Wolverine World Wide.
80 years ago, Daniel J. Wellehan founded his own brand together with his friends and partners Joe and Will. They shared a common vision: to transform the deep connection with their homeland into authentic and timeless products. This is how the production of classic moccasins began, which were immediately appreciated for their high-quality workmanship.
Sebago’s ‘Made in USA’ capsule
To celebrate the 80-year milestone, the company has developed a number of initiatives. This includes a boat tour that is currently stopping in Milan during the Milan furniture fair Salone del Mobile. A store was also opened in Florence on Via della Vigna Nuova. With this opening, the brand continues its expansion course. Today it is represented in Italy with nine mono-brand stores and across Europe with a total of 23 sales points.
In this scenario, Europe is a strategic area characterized by a comprehensive presence and a network of mono-brand stores. This network extends from Italy to the most important European markets. It is in this context of development and continuity that the Sebago boat tour is created. It is a project that brings the brand to different European cities in an innovative way. The protagonist of the initiative is a boat in the shape of the Docksides boat shoe. This founding model laid the foundation for the brand’s identity and marked its beginning.
The Docksides are a timeless icon of pierside living and a relaxed yet elegant lifestyle. Now they are reinventing themselves as a boat that will sail the main European waterways on key dates in each city’s cultural calendar.
The boat tour starts in Milan and also stops in Florence, Amsterdam, London and Paris
As already mentioned, the tour starts in Milan. The boat will sail there on the Navigli from April 20th to 26th during Design Week. Then we continue to Amsterdam from May 27th to 31st. From June 16th to 18th it will dock in Florence during Pitti Uomo. The journey then continues to Paris, where it stops during Fashion Week from June 22nd to 28th. The tour ends in London in early July.
At each stage, the journey of the shoe boat is accompanied by convivial moments with the local community. There will be special activations and events. In addition, a capsule collection designed specifically for each stage will be available in local Sebago stores.
Other initiatives include the ‘Made in USA’ capsule collection. This is a special project that serves as a statement of identity.
The focus is once again on the Docksides shoe. It is offered for men in two colors made of full-grain leather. This version is made entirely in the United States. This icon becomes a homage to the origins of the brand, its vision and craftsmanship excellence. This excellence has defined it as a symbol of quality and longevity for 80 years.
In addition to the shoes, the capsule is complemented by a selection of leather accessories. This includes coasters, a diary cover, a key ring and a storage tray. These are also made from leather and using traditional artisan processes in the United States.
The ‘Made in USA’ line will be offered as a limited edition online and in select mono-brand stores in Italy, France and Spain. The accessories will also be available exclusively in the London store.
Sebago YearBook
The company also developed the Sebago YearBook. It is an editorial project that aims to tell and preserve the culture of the brand. It provides a narrative tool to trace the brand’s 80-year history. A visual and textual narrative leads into the authentic atmosphere of Maine.
It includes stories about local traditions and powerful descriptions of the iconic places that have shaped the brand’s identity. Through images, testimonies and stories, the YearBook establishes itself as a living archive. It is able to convey the values, vision and spirit of the label.
With the publication of the third volume, the project cements itself as a collector’s item.
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