History of Sebago footwear
The Sebago-Moc Company is founded in 1946 by three New England natives: Daniel J. Wellehan, Sr., William Beaudoin and Joseph Cordeau. Their first shoe, the hand-sewn penny loafer, was styled after the popular Indian moccasins and pioneered what would become the company patented welt construction. Two years after the initial founding, Sebago-Moc would sell its breakthrough leather boat shoe to Uniroyal.
In 1950, Sebago-Moc sales reaches $1,000,000. During these early years, the company strength is in the private label footwear business. Although the Sebago-branded business is still very young, sales to retailers like Sears and Montgomery Ward are rising quickly. To keep up with the demand of 2,000 pairs a day, in 1952 Sebago-Moc begins construction on a new plant in Maine. By 1954, Sebago-Moc celebrates the production of its 1,000,000th pair of shoes.
Sebago-Moc truly goes international when Sr. Francisco Gaudier purchases a pair of classic loafers in Switzerland and, impressed, soon after signs a contract to distribute the footwear throughout Europe. Sebago-Moc shoes are unveiled at Semaine du Cuir, the international exhibition in Paris.
In 1970, Sebago-Moc introduces our own branded boat shoe by the name of Docksides®, in the process dropping "Moc" from our name and becoming the brand known today as simply Sebago. Beloved Docksides would eventually come to define the entire boat shoe category. A year later, we would launch our machine-sewn casual, Jesse Janes.
The arrival of the 80s brings about a resurgence in timeless style, making Docksides a hit on campuses everywhere. In 81, Sebago Camp sides make their debut. Three years later, Sebago becomes the first US company to sponsor a boat in the O-Star race, to be followed by other notable sponsorships. Not surprisingly, we become the official supplier of yachting footwear for the US Sailing Team.
Sebago remains true to its core, sponsoring a variety of sailing team and races, becoming the main sponsor of the 1992 American Cup syndicate "Defender" and later the 1995 Young America team. Prior to, in 1994, Sebago launches its waterproof Drysides®.
Stuarts London is an authorised stockist of Sebago