Westbrook, Maine (USA) 1946
Daniel J. Wellehan, owner of five shoe shops in the area, decided to open his own factory. He became partners with two local shoe manufacturers – William Beaudoin and Joseph Cordeau – and Sebago-Moc was born.
The name was inspired by nearby lake Sebago, that in the native Abenaki language means “long-shaped water basin”. Its first mocassin, the renowned “penny loafer”, was created in the same year, handsewn as by native tradition, still one of the brand’s best-sellers.
The first yachting shoes came out in 1948, but their patent was sold to Uniroyal. In 1950 Sebago-Moc’s turnover reached 1 million dollars and in 1952 daily production reached 2000 pairs of shoes: a new plant was built. In 1965 the company started selling in Europe thanks to a partnership with entrepreneur Francisco Gaudier. In 1963 it started to manufacture women’s shoes; in 1970 it launched the Docksides®design, another of the brand’s bestsellers. For the occasion the company name was simplified into Sebago®. In 1978, passionate sailor and CNN founder Ted Turner agrees in lending his own image to Docksides® products.
In 1981 the Campsides® outdoor line was launched. In 1984 Sebago® was the first American company to sponsor a boat in the O-Star Race. More important sponsorship deals in the world of sailing followed including the Celebrity Regatta, the Liberty Cup, the Americas Cup and the Young America team in the Louis Vuitton Cup 96/97.
The Drysides® line of water-proof shoes was launched in fall 1994. In the late 90s the company went through a time of crisis that peaked in 2003 when Sebago®was acquired by US company Wolverine World Wide, Inc.
July 31st 2017
The brand became part of the BasicNet Group’s portfolio. Currently Sebago®is distributed on 90 markets worldwide.