Sebago marks its 80th anniversary at Pitti with a boat tour

After Milan and Amsterdam, Sebago is bringing its iconic Docksides boat shoes to Florence for Pitti Uomo, with an event at the rowing club on the Lungarno that continues the celebrations for the brand’s 80th anniversary. Founded in Maine by Daniel J. Wellehan with partners Joe and Will, the brand has, since 2017, been under the umbrella of the Piedmont-based company Basicnet (K-Way, Sundek, and Woolrich). Sebago has opened a new chapter in its development, rooted in the relaxed yet elegant East Coast lifestyle embodied by its original Docksides model.

“After the acquisition, the risk was either failing to revitalise the brand or diluting its identity. The goal is to make it desirable once again- both for a nostalgic audience and for a younger one- while keeping it true to its origins,” explains Lorenzo Boglione, co-CEO of Basicnet. The brand ended 2025 “very positively,” Boglione notes. “We’ve expanded our European distribution, which is growing organically. After years of work on developing the product and the Sebago identity, we’re seeing encouraging results.”

Ahead of its retail debut in Saint-Malo, France, the label has unveiled a new store concept at its Florence location. “The goal is to showcase the brand’s universe by going beyond the act of purchase. The idea is to evolve increasingly towards an experiential model and replicate it in future openings,” says Boglione. In terms of geography, “the focus is on Europe, with the United Kingdom at the forefront. Next will be the United States and, at a later stage, the main Asian markets,” Boglione continues.

Sebago generates 50% of its business in the Italian wholesale market, followed by France, the Benelux, Germany, and Spain. “The next step will be an investment in e-commerce, through the restructuring of the digital platform,” reveals Boglione. The boat tour, which set off from Milan during Design Week and continued in Amsterdam from May 27–31, will conclude with its final stop in Paris on June 23, during Fashion Week.