The biggest Dockside ever: Sebago®’s iconic boat shoe reaches its final destination during Paris Fashion Week
Following successful stops in Milan, Amsterdam and Florence, the iconic Sebago® Boat Tour reaches its final destination today: Paris. To mark the brand’s 80th anniversary, the unique shoe boat is sailing down the Seine today, during Paris Fashion Week, as a final tribute to Sebago®’s nautical heritage, craftsmanship and timeless design.
From the canals of Amsterdam to the Arno in Florence
The journey of the Sebago® shoe boat began in Amsterdam, where the boat sailed along the historic canals at the end of May. The tour then set course for Italy, where the boat was on display in Florence from 16 to 19 June.
During this second stop, the iconic boat sailed along the Arno, past the historic façades of the Uffizi Galleries and beneath the world-famous Ponte Vecchio. The presence of the shoe boat brought together Sebago®’s nautical roots with the cultural and urban surroundings of Florence — a city which, like the brand, is characterised by craftsmanship, tradition and timeless elegance.
The original boat belonging to Sebago®’s founder
The boat at the heart of this global campaign is the original vessel that was once owned by the founder of Sebago® and was later purchased by Marco Boglione, chairman of BasicNet. During its restoration, the boat was fitted with an electric motor, combining heritage with innovation. This sustainable modification also makes it possible to navigate various urban waterways where traditional engines are restricted.
Final stop: the Seine during Paris Fashion Week
Today, 23 June, the Sebago® Boat Tour concludes its international journey in Paris. The shoe-shaped boat will sail along the Seine past iconic landmarks such as the Eiffel Tower and the Pont Alexandre III, where it will once again bring to life the connection between water, design and urban culture.
For this special Parisian stop, Sebago® has chosen Riviera Fuga as the new Sebago Yacht Club and exclusive venue for the entire 2026 summer season. Riviera Fuga will be the setting where the world of Sebago® is further transformed into a lifestyle experience, blending nautical heritage, contemporary elegance and a relaxed summer atmosphere.
The campaign serves as a vibrant tribute to 80 years of Sebago® and encapsulates the essence of the brand: an enduring connection between water, craftsmanship and timeless design.
About Sebago:
Sebago® 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 sport and leisure. BasicNet operates worldwide through a network of entrepreneurs who, under licence, produce or distribute the Group’s branded products. BasicNet provides these entrepreneurs with research and development, product industrialisation, 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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