From 1946 to today, from the iconic penny loafer to a complete universe of footwear and apparel: Sebago, the brand that helped define the codes of preppy style, is celebrating its 80th anniversary with an international Sebago Boat Tour stopping in Amsterdam this week.
Eighty years ago, Daniel J. Wellehan founded the brand together with his friends and partners Joe and Will, united by a shared vision: transforming their deep connection to their homeland into authentic, timeless products. This marked the beginning of the production of classic loafers, immediately appreciated for their exceptional craftsmanship and quality.
Over the years, Sebago® progressively expanded its stylistic universe with collections inspired by the nautical, urban, and outdoor worlds — Docksides, Citysides, and Campsides — establishing a strong international presence along the way. The brand also complemented its footwear offering with a complete apparel collection.
This growth was supported by a distinctive and recognisable communication strategy, built around iconic campaigns and collaborations with emblematic figures such as Gary Jobson. Through this, Sebago® strengthened its identity as a brand capable of evolving with the times while remaining true to its roots.
Today, eighty years after its founding, Sebago® continues to be guided by the values that have defined the brand since day one: premium materials, artisanal craftsmanship, timeless elegance, and a deeply American heritage. At the same time, the brand continues to reinforce its international positioning through steady growth and consolidation.
Within this evolution, Europe represents a strategic market, supported by a broad mono-brand store network that originated in Italy and has since expanded across the main European markets. It is within this context of growth and continuity that the celebrations for the 80th anniversary take shape, unfolding through a year filled with projects, events, and dedicated activations.
\nTo celebrate its 80th anniversary, Sebago® is bringing its heritage to life this year with a special Boat Tour. At the centre is a boat shaped like the iconic Docksides shoe — the model that defined the brand and still symbolises a relaxed, nautical lifestyle today.
From May 28th until May 31st, the shoe-boat will sail through the canals of Amsterdam, passing the city’s historic façades and bridges. A striking presence that translates the brand’s nautical roots into an urban setting.
The boat is the original vessel once owned by the founder of Sebago®, later acquired by Marco Boglione, President of BasicNet. During the restoration process, the boat was equipped with an electric motor as a conscious effort to combine heritage with a more sustainable approach, while also allowing it to navigate waterways such as Amsterdam’s canals, where traditional engines are restricted.
The activation has been conceived as a visual tribute to the brand’s heritage, literally bringing to life the connection between water, craftsmanship, and timeless design.
Anyone strolling along Amsterdam’s canals this weekend may unexpectedly come across a floating tribute to 80 years of Sebago®.
About Sebago:
\u200bSebago® is one of the brands owned by the BasicNet Group, which also owns Kappa®, Robe di Kappa®, Jesus® Jeans, Superga®, Sabelt®, and Briko®, leading brands in clothing, footwear, and accessories for sports and leisure. BasicNet operates worldwide through a network of entrepreneurs who, under license, produce or distribute the Group’s branded products. BasicNet provides these entrepreneurs with research and development, product industrialization, and global marketing services. All business processes are carried out exclusively via the internet, making BasicNet a “fully web integrated company.” Based in Turin, BasicNet has been listed on the Italian Stock Exchange since 1999.
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