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A history of Sebago shoes

By December 2, 2011August 3rd, 2021No Comments

Bradshaw and Lloyd have been selling Sebago shoes for over 20 years and they are as popular as ever, being both attractive and extremely well made. In particular Sebago’s classic Dockside, Spinnaker as well as the Classic handsewn shoes are by far and away the best sellers. You may be interested in a short history of the Sebago brand!:

The 1940’s: 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’s patented welt construction. Two years after the initial founding, Sebago-Moc would sell its breakthrough leather boat shoe to Uniroyal.

The 1950’s: In 1950, Sebago-Moc sales reaches $1,000,000. During these early years, the company’s 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.

The 1960’s: 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. Stateside, we debut our women’s hand-sewn loafers, Jolly Rogers and build a new Maine plant for the production of our popular women’s penny loafers.

The 1970’s: 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 casuals, Jesse Janes.

The 1980’s: The arrival of the 80s brings about a resurgence in timeless style, making Docksides a hit on campuses everywhere. In ’81, Sebago Campsides 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.

The 1990’s: Sebago remains true to its core, sponsoring a variety of sailing team and races, becoming the main sponsor of the 1992 America’s Cup syndicate “Defender” and later the 1995 Young America team. Prior to, in 1994, Sebago launches its waterproof Drysides®.

Today: Along with the authentic classics, Sebago are introducing new, innovative footwear to consumers in the 85+ countries where Sebago is sold. Plus, through global collaborations, we’re also developing exclusive footwear, such as the multi-colored Docksides® we produced with French retailer, Colette, and the colorful, limited edition boat shoes we created with VANE New York City. Showing that while Sebago is always mindful of our legacy, as a company we will forever keep moving forward.

At Bradshaw and Lloyd we offer every Sebago shoe on the market. Visit the website where you can swiftly filter out just the style you might be looking for.

Also available are the carefully selected shoes available from Tricker’s shoes, Loake shoes, Sanders shoes and our own Bradshaw and Lloyd collection.

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