It is possible that the twenty-first century will be characterized by future fashion historians as one of the centuries of turmoil and transition-in the modern history of American fashion, perhaps most analogous to the 1940's when sportswear had made it's debut to the general public and subsequently changed the way Americans (and the world) viewed style from then on out. It is also likely however, that it will be judged as one of the great creative centuries, in which major stages of the process of building a new society and a new culture, will have occurred. The tremendous developments in textile sciences and in the technologies deriving from them, the new levels of industrialization, and the spread of the e-commerce pattern will presumably figure promentientley among its achievements.
At the same time, it clearly has been and will probably continue to be a century of rapid transition. In the course of this century, the United States has emerged at the forefront of the line of general development, not only because of its great wealth and tremendous political power but also -more importantly in the present context- because it displays the type of social organization that belongs to the future.
Overriding all these features is the fact that this is a rapidly developing society. There are good reasons for supporting that rapid change is generally a source of unsettlement and confusion particularly accentuated perhaps if the change is not guided by a set of sharply defined heritage symbols that tell us just what the change is about. You see, since change is not centrally directed or symbolized, however, it is particularly important to understand and respect American fashion heritage. In short, brand modernity can only be built up from a solid style foundation.
American heritage brand Sebago has returned in partnership with Italian luxury group BasicNet to reestablish its footing in the international accessories market. Founded in 1946 by three New England natives and friends, Sebago first released a hand-sewn Penny Loafer. Inspired by the traditional moccasin and created using the company’s patented welt construction, the Sebago Penny Loafer was am immediately huge success.
Nearly two and half decades later the Sebago Penny Loafer has been worn by iconic celebrities including John F Kennedy, Paul Newman and Steve McQueen. Yet, that’s not where the story ends, in 1970, Sebago sought to create a practical alternative to the common canvas boat shoe and thus incorporated its unique hand-sewn leatherwork to create the Dockside.
Growing to historic status the Dockside remains to this day “Crafted with Care Crafted to last” all while continuing to develop in a contemporary way with new collaborations and co-brandings. Below are a few of the unique styles for both men and women that Sebago has created for their Docksides.
Lorenzo Boglione is the spokesperson and VP Sales of BasicNet Group (owner of Kappa®, Robe di Kappa®, Superga®, K-Way®, Sebago®, Briko®, Jesus® Jeans and Sabelt® brands). Born in Torino, he earned a Master’s degree in Management at ESCP Europe and graduated in Business Administration. During his Master’s he trained in London + Paris specializing in business studies before joining the family business. In 2007, he joined the board of directors of BasicWorld Srl, BasicNet SpA’s holding company founded in 1994 by his father, Marco Boglione. In 2010 he joined BasicNet in Business Development, focusing in particular on emerging countries.
I recently had the privilege of speaking with Lorenzo Boglione spokesperson and VP Sales about Sebago's deep brand history, the brand's marketing strategy in reaching out to millennial and Generation Z and what he thinks men are seeking today in a summer shoe and how Sebago plans on addressing those needs?
Joseph DeAcetis: Talk to Forbes about Sebago's great history and brand DNA?
Sebago was founded in 1946 by three New England natives and friends: Daniel J. Wellehan Sr., William Beaudoin and Joseph Cordeau. The first shoe they released was a handsewn penny loafer which was inspired by the popular moccasin and featured a patented welt construction. The shoes became an instant success and set a benchmark for quality and style. A local owner of a small chain in Maine was determined to keep his stores fully stocked and partnered with two local businessmen to create a handsewn footwear factory.
Eventually the classic beefroll penny loafers began selling across parts of Europe before taking off in the mid-1960s. A few years following, Sebago introduced the Spinnaker, which became the ‘must have’ casual shoe for vacationers in the South of France. Then in the late 1960s, Sebago’s team had long since expanded and included a team of avid sailors who were looking to create a functional, handsewn leather boating shoe to rival current offerings on the market with both craftsmanship and durability. The Docksides were then launched in 1970 and became a practical alternative to the canvas boat shoes of the time; and an instant success which brought dramatic growth to the company and brand story.
Joseph DeAcetis: What makes Sebago unique with a competitive advantage in the market today?
Quality and creative vision create a competitive advantage in the market today. Sebago is a unique mix of high caliber materials and traditional handmade construction which come together to deliver a durable and stylish product. The brand is exploring its deep-rooted history, but also looks toward the future with new and compelling projects and collaborations to continue building on a well-established narrative.
Joseph DeAcetis: What do you think men are seeking today in a boat/beach/summer shoe and how is Sebago addressing those needs?
Sebago is the first response for a boating shoe. However, Sebago is more than a summer shoe. Sebago covers all four seasons with variance in materials to ensure consistent comfort and timeless style.
JD: What are some of your day to day job responsibilities?
My day-to-day begins in the morning when I take my children to school. Following which, I head to work at my family’s company, BasicNet, in Torino. BasicNet was founded by my father, Marco Boglione, back in 1994. The company owns a vast portfolio of brands, including: Kappa, Robe di Kappa, K-Way, Superga, and Briko brands. I am the Vice President of Sales for the group, and in turn, spend many weeks out of the year traveling to visit our distribution partners; so, I love having my family routine when I am home in Italy.
JD: If you can suggest to our viewers to try Sebago, what would you like to say to them here?
I would like to suggest touching the shoes. Once you feel the level of craftsmanship and the quality of the leather that goes into each pair of Sebago loafers, you’ll understand why you should buy them, and depend on them as a staple in your wardrobe.
JD: Where is the product made and why?
Currently, production is in the Dominican Republic, Mexico and El Salvador. During the 1980s, companies based in Maine moved production to these countries to rely on the know-how and expertise of leather craftsmen. However, we are looking into specialized production in the U.S.
JD: What is your marketing strategy in reaching out to millennial and Generation Z?
We are looking for millennials to reach out to us. We want to develop high-quality contemporary products which will eventually appeal to younger generations growing up in sneakers. Sebago is their adult-choice as an alternative way to show their style.
JD: If you could choose one celebrity to wear Sebago which would it be and why?
We make shoes for everyday people who are special and unique in their own way without looking to the power of celebrity to garner any sort of quick successes. We want the Sebago brand to last in time and memory like a persona such as JFK; who was an avid fan of Sebago loafers, by the way.
JD: How has technology aided your brand with respect to both e-commerce and product development?
Technology is a fundamental principle that is at the core of all brands within the BasicNet portfolio. We strive to apply the best technological processes to consistently improve upon production and quality control.
JD: Three adjectives to describe Sebago?
Timeless, durable and contemporary
JD: What is your brands growth strategy?
Firstly, our focus is on the product and ensuring that the quality of materials, construction and fit are all superior. We would like to consolidate the European market. This market is largely important for the Sebago brand as it was an incredibly popular throughout the 1980s. We want to relaunch the brand in the U.S. whilst simultaneously looking toward Asia. Concurrently, we are working on a retail project and will be launching apparel during Pitti Uomo.
