Sebag promotional magazine

1S E B A G O M A G A Z I N Ewww.sebago.comAnniversAry issue

1970–2010

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3S E B A G O M A G A Z I N Ewww.sebago.com

Driving in styleDiscover Sebago® Lakes with a 1950s vintage racing passion.

Principal photographer: Philip North-Coombes. Creative and production www.elementsmgt.com

Contents

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5 Letter from sebago

7 From Paris to new york: The trend settersOur fans have one in every color, but can they get their hands on a Colette collaboration?

9 Preptastic 1970-2010What goes around, comes around.

10 Happy 40th Anniversary Docksides®1970 saw the global launch of the ever-popular leather boat shoe.

14 1946 Collection: Ltd. editionOur shoes may have been around since 1946 but in 2010 we are the hottest thing in town. Don’t miss the boat...

18 navigating the futureWe teamed up with Garmin® to Navigate our way in POD-ology™ comfort. Premium New England innovation... Sebago® style.

28 Quantum LeapFrom rookie to world champions overnight, and why we are blown away to be on board with Quantum Racing.

32 American graffitiMix a pair of Docksides®, a can of paint and a bunch of creative Parisians – ‘fantastique Paristic’.

34 Classics in technicolorSince 1946 the Sebago® Classic Penny Loafer has fashioned the unmistakeable craftsmanship that defines a truly timeless design... a penny for them.

42 sierra…echo…Bravo… Alpha…Golf…OscarFly the flag for nautical fashion.

44 Team varsityFrom sailboat to shore... the ultimate aprés sail shoe; lightweight with attitude!

51 Life begins at 40It’s not only Docksides® that are celebrating, 1970 was quite a year!

52 natural habitatDocksides®, from deck to downtown. It’s about what you wear and how you wear it.

64 Fall & WiNter PrevieW

Travel from new england to Old englandSebago®’s new Sussex Collection for Fall… modern, classic loafers for work and weekends.

66 Drysides® rebornWe discover that next Winter ‘Drysides®’ mean we can play outside whatever the weather.

68 Winterize your Docksides®It may be cold outside but Sebago® have made Docksides® a year round adventure – check out what’s in store for Winter.

70 10 things we love about new englandHome is where the heart is.

71 Where to buySebago®’s finest… our stores worldwide.

72 DirectoryWho, what and where we recommend.

73 Lazy days competitionWiN a Sebago® bathrobe… nautical poolside glamour!

75 Friends reunitedWe catch up with Dan Wellehan, the original Sebago® man, with more stories than Captain Jack Sparrow.

lighthouse and Fairhaven:Modern twists on the classic.58

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DocksiDes® personalizeD by Giovanni solDini... DiD you Get a pair?

Happy 40th

Birthday Do

cksides x

Florence

we set the trenDs others Follow


Docksides® are fab at 40… welcome to the first Sebago® Magazine – its only taken 63 years to produce but we felt we had something to shout

about with our most celebrated shoe… the iconic Docksides®.

In this issue, we get all nostalgic and look back at the heritage of Sebago® from its handsewn his-tory of shoe making, to the contemporary lead-ing edge brand it is today. We talk to the legen-dary Dan Wellehan, whose father started it all, and discover how Docksides® were created.

Celebrating 40 years of life for a single shoe style is a milestone in itself. We discover what makes a great brand great. Certainly, our authenticity and age are the ingredients for wise decisions but it’s also about renewal – when you are not ready for old age but old enough to know what one may want and how to achieve the perfect formula.

The Sebago® story is totally authentic, not a conjured-up marketing message, but a true journey that continues to take place. Whether that journey is work or play, our Docksides® have a place in Sebago®’s contin-ued renewal in the circle of life.

Looking good is not just about what you wear but how you wear it. Our nautical roots are flying the fashion flag in 2010 so we share our secret formula to all that is New England life and

how to dress Sebago® style. Docksides® gives you access to all areas –

from the preppy trend-leaders in Paris and New York to the totally focused performance sailors that compete on the Quantum Racing Team. The aspirations are yours to follow so you can find your own place… in, on or around the wa-ter. We are inspired by the past but look to the future for a quality of life that will never go out of style.

So let the sun shine, the wind blow and life begin… at 40!

From Sebagoe D i T O r ’ s L e T T e r

Two great reasons to celebrate: not only is it our Docksides® 40th birthday but also the birth of our exciting collaboration with Quantum.

The best of New England living… lazy days by the water!

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From Paris to New YorkHonoring Sebago®’s unwavering commitment to craftsmanship, iconic designs and quintessential American style, 2010 continues to deliver some exciting design collaborations worldwide. From Colette, the premier concept boutique in Paris, to Vane, New York’s emerging fashion and design collective, the classic Docksides® are loving all the attention!

8 Questions... with Colette

GQ

FHM

sunday Times Magazine

Telegraph Magazine

Q. What is the original con-cept behind Colette and are you still true to your vision?

A. The original concept is to offer in the same space art, style, design, beauty, food, music, etc.And yes, we’re still true to our vision to select the best in these various fields.

Q. How did you get started with creating the icon that is Colette?

A. We never worked with the idea of creating an icon, we just try to give pleasure and surprise!

Q. How do you source the next design direction and stay one step ahead of the competition?

A. We’re still greedy of everything, with a 360° curiosity and perpetual research.

Q. Is there one observation or collaboration that has

produced the most powerful reaction from people?

A. So many, year after year, but the most exciting is always the next one!

Q. Where and when did you discover Sebago® shoes?

A. When I was a teenager at school.

Q. How will the relation-ship with Sebago® develop in future creations?

A. Surprise, surprise!

Q. What do you love most about Colette?

A. Always the same, never the same!

Q. What inspires you outside of work?

A. Movies, travel, Ladurée Macaroons. :)

In case you hadn’t noticed... boat shoes are most definitely in style! But don’t just take our word for it.

Global TrendsettersO n T r e n D

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They may have swapped library books for laptops and pocket watches for smartphones, but the spirit of the preppy lives on as 2010’s hottest style. We look at how the style has changed over the past 40 years but how Docksides® continue to rank high.

THE MONOGRAM: All good preppies try to have their initials on as much as possible. Acceptable things to monogram include jackets, shirts, business cards, hankies and boats. But try and keep it down to just your initials.

THEN N O W

1970 20 10W E l l k E p T H a i r

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1946

Sebago-Moc® is created by

Dan Wellehan Sr. The first shoes are

produced using the patented welt

construction. AnniversAryDOCKSIDES

To keep up with demand Sebago® start construction

of a new factory in Westbrook, Maine.

Sebago® produce their one millionth pair of shoes.

First international sale to popular retailer Stein in Switzerland.

Dan Wellehan Jr. joins the company.

Sebago®’s 1965 catalog with the original Sebago-moc name.

Sebago® Roamers collection debuts.

1970Global launch of Docksides® by Sebago®. Made for sailors, loved by everyone.

1971

Sebago® launch their machine sewn casual

boots; The Jesse James.

Sebago® become the first US company to sponsor a boat in the O Star race.

Sebago® sponsor the America’s Cup contender, Defender.

Sponsor Young America, (Pact 95) the New York Yacht Club syndicate challenger in the Louis Vuitton Cup.

Sebago® find a new home as part of

Wolverine World Wide, inc.

041970–2010

Happy th

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to celebrate, Sebago® has released 40th

anniversary Docksides® in red, White and

Blue with our original Docksides® label.

available March 2010 at participating retailers.

2010


Shoes: Sebago® Limited Edition 40th Anniversary Spinnaker Docksides® in Red, White and Blue.All clothes by Sebago®.

Limited Edition 40th Anniversary Collection

wallet in Red, White and Blue.All clothes by Sebago®.

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With ‘nautical’ on trend for 2010 you can never have too much red, white and blue. Our special 40th anniversary Collection includes limited edition Docksides®, messenger bag and wallet.

2010

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Commencing countdown…


On the heels of the extraordinary response to our iconic design partnerships with Colette in Paris and Vane in New York, Sebago® is proud to unveil our 1946 Collection of Limited Edition footwear.

These collaboration inspired products will only be available through elite channels and premier Sebago® retailers.

The inaugural product launch is a collection of Docksides®, inspired by the designs from the first Colette & Sebago shoe. They will be available in 3 colorways and are on sale at invited participating retailers on May 1st 2010. With only 8 pairs of each style available to each store, the race is on!

Sebago® has been inundated with requests from our customers to make one-off collections for their stores based on the success of the Colette and Vane collaborations, it would be impossible for us to service all of these requests, so we have developed a series of collections that provide our customers with the individual product they require. Their consumers have a chance to get their hands on a limited edition product not available in the mass market. They will fly off the shelves!

Chris Heffernan, VP Product Development and Marketing, Sebago

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YOUR ChANCE TO WiN A hANDhELD GPS:The Sebago® Garmin® promotion runs in selected global Sebago® retailers in Spring 2010.Try on a pair of Sebago® shoes in the Navigate collection for the chance to win a Garmin®

Dakota™ handheld GPS.

Opposite page:Shoes: Sebago® Cowes with POD-ology™ non-slip sole.Garmin® Dakota™ 20 handheld GPS available from www.garmin.com.All clothes by Sebago®.

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we teamed up with Garmin® to navigate our way in poD-ology™ comfort.

premium new england innovation… sebago® style.

futurethe

The Cowes shoe features our Sebago® Navigate sole; individual pods of slip-resistant rubber with port and starboard highlighted. POD-ology™, long-lasting comfort and exceptional traction.

poD-ology™

specializes in the study of soles… their static and dynamic

examination, treatment and movement.

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Discover the Sebago® Lakes collection with 1950s vintage racing passion: Chris-Crafts, Corvettes and Classic style.

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Driving in style with your little red Corvette.

Shoes: Sebago® Limerock in Luggage Tan.

All clothes by Sebago®.


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Shoes: Sebago® Bala in Brown/White.



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For the perfect New England weekend

away, travel to Castle hill inn,

Newport, Ri (details on page 72).

Shoes: Sebago® Limerock in Espresso.



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Team Quantum with skipper Terry Hutchinson. All crew wear the sebago® performance Plunge shoe.

At the end of 2009 Sebago® formed a new part-nership with Quantum Racing, a grand prix race team that in two short years has estab-lished itself as one of the hottest properties on

the international sailing scene.For the 2010 racing season, Sebago® are set to deck

out this very successful American team with a full range of technical apparel and footwear for next year’s assault on the Audi MedCup Circuit, the most competitive yacht racing circuit in the world.

The racing takes place at five events around the Medi-terranean during the summer, with teams from around the world competing in hi-tech, carbon-fiber 52-foot boats called TP52s.

Two years ago, the up-and-coming sailmaker from Michigan launched an ambitious project to see if its sails were able not only to compete at the highest level, but possibly to win. The Quantum Racing TP52 was launched in time for the 2008 season, which it went on

to dominate, winning both the Audi Med-Cup Circuit and the World Championships at its first attempt.

A star was born, and Ed Reynolds, Presi-dent of Quantum Sails, had been vindicated in his belief that his sails were among the best – if not the best – for competing at the high-est level. After a stellar debut in 2008, Quan-tum Racing had a tougher follow-up year in 2009, finishing 2nd in the Audi MedCup and the World Championships, but Reynolds is

not giving up yet, not by a long shot.I’ve been doing this game a very long time, he says.

And yet every race I watch I am absolutely shocked and amazed at the differences between finishing first or, say, sixth place in a race are so subtle. It’s so intense, I’ve never seen any level of sailing that’s even remotely close to the level of what happens on the Audi MedCup Circuit.

Not only have Quantum Racing made a big splash on the race course, but their bold ‘look at me’ approach

INtO PerfOrMANCe SAILINGQuANtuM LeAP

From rookie to world champions overnight… Sebago® are blown away to be

on board with Quantum racing. By Andy rice.

the Quantum deal puts Sebago® right at the forefront of grand prix sailing, which is really taking the company back to its roots.

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to branding and YouTube TV footage from the racing has shown the way forward for commercial sailing. Other sponsored sail-ing teams are following in Quantum’s wake not just on the race course, but in marketing terms too.

Following their successes over the past two years, potential sponsors have approached Reynolds to see if they can get a little of the Quantum magic to rub off on them, includ-ing a number of global sports footwear man-ufacturers. However, having rejected other suitors, Quantum signed a deal to work with Sebago®.

even if Reynolds was in the enviable po-sition of being able to turn down other

sponsors, he admits he was still flattered that a company as long established as Sebago® (founded in 1946) had taken an interest in

Quantum (founded in 1996). It’s an interest-ing collaboration because I think we’re kind of looked at as a young, aggressive – maybe irreverent – company that is now working in partnership with a company that comes from the opposite end of the spectrum, in terms of stability and tradition. But whatever obvious differences there are between the two com-panies, it’s clear that Sebago® is as focused on technical excellence and strong branding as we are at Quantum. And like Sebago®, Quantum Sails is now based in Michigan, having both originated in New England we share a strong geographical connection. Our roots are seeded in New England but our am-bitions are Global.

The Quantum deal puts Sebago® right at the forefront of grand prix sailing, which is really taking the company back to its roots, as Sebago® VP of Marketing, Chris Heffern-an explains: Dan Wellehan Jr, the inspira-tion for Sebago®, was a big sailor, it was his

passion, which is why he got into design-ing marine footwear, including what were to become the legendary Docksides® shoe. The company used to be one of the spon-sors of the America’s Cup and it really built its reputation on the strength of its ability to produce footwear that sailors wanted to wear. In the last 10 or 15 years, however, the company lost touch with its perform-ance marine roots and it was something we wanted to get back into, to breathe new life

into that strong nautical heritage. This part-nership with Quantum has got us right back in at the top of the sport again.

for shoes that looks virtually the same as they did 30 or 40 years ago, Docksides®

are selling better than ever. The classic look is back on trend. But you won’t see any Dock-sides® being worn by Ed Reynolds or any of his team mates while they’re competing on board Quantum Racing in 2010. The sailing team will be wearing a shoe called Plunge from the Sebago® Performance line, which we have produced in a special Quantum color combi-nation of gray/green, explains Heffernan. To-day’s technical shoe for sailing looks nothing like a Dockside, more like a running shoe or a trainer that an athlete might use.

The Quantum shoe will be just the start of a whole Quantum-branded range of Sebago® apparel, says Heffernan. We will be produc-ing a full line of performance sailing gear and

lifestyle sailing gear because the team will be wearing it on and off the boat, and that range will then be available to the public as part of the Sebago® Team Quantum collection.

Aside from the branding opportunities, working with the Quantum Racing

team also offers the chance to test Sebago®’s products in the harshest and most demand-ing of environments – the salt, the sun and the unremitting wear and tear of working on a race boat. Reynolds sees this as a natural extension of what he’s already been doing with his company’s sails. As well as going out there to win races, we’re also the Quantum test team, he says. The reason we did this was to go out, validate, test, and continue to develop our product. We put together a great team of professionals to do that, skip-pered by Terry Hutchinson, one of the best

but also one of the most demanding sailors in the world. We already have the systems in place to be able to offer the same test process for Sebago®.

Everything matters on a race boat, be-cause the smallest things can make the dif-ference between winning and losing. So we will be Sebago®’s harshest critics. We expect to get nothing but the best available equip-ment from Sebago®, and we will work with them to make it even better.

The high-level technical equipment that Terry Hutchinson and his team will be wear-ing will help inform Sebago®’s R&D team across the entire range of footwear and ap-parel. It’s important for Sebago® to continue to prove that it can design and manufacture products to the most demanding standards, Heffernan comments. And you can’t ask for more honest feedback than from a group of sports professionals such as you’ll find on board Quantum Racing.

We expect to get nothing but the best available equipmentfrom Sebago®, and we will work with them to make it even better.

Team Quantum in action at the Med Cup 2009, Cagliari, sardinia. All crew wear the sebago® performance Plunge shoe.

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Hilton McConnico: this multi-disciplined artist needs no introduction; painter, photographer, designer, scenographer, interior designer, this celebrated artist is currently exhibiting in museums worldwide.

Rezine: Calligrapher, painter, performer and graphic artist from lyon, rezine is one of the pioneers of ‘light graffiti’, a concept and graphic performance confronting nature and technology that he exports as an exhibition around the world.

Jaye Niklo: the matchless duo of painter and graphic designer Jaye and Niklo are the work of a single encounter between two styles and two talents. Both urban artists, by their collaboration they have created a new platform for contemporary expression.

Bishop Parrigo: there is no medium or material that Nicolas Poirier, alias Bishop, cannot use, and his curiosity will never be satisfied by a single technique. little imaginary monsters, paint, colors, arabesques and tiny dots inform his imaginary. His energy and creativity know no bounds!

Ndeur: Under his real name, Mathieu Missiaen, this self-taught French artist began to exhibit his paintings, sculptures, installations and building design work for different clients at the age of 22. Ndeur is an artist truly in touch with his time, and this he maintains by constantly adapting his artistic choices and materials. Working with Paristic was an obvious fit. He has created an exceptional collection for all interiors.

Date: September 2009. Location: The Mess Around trade show.

Sebago® was exhibiting our 2010 collection when along the aisle we fell upon these works of art for your feet. Paristic are known for their popular wall sticker art but at Mess Around they had an artist in residence creating an imaginary world on Sebago® Docksides®. Here is their story…

Look What We Found

April 2007, and two Parisian friends, one a business graduate and the other an Arts graduate, are in-spired by an unusual idea: to introduce wall art by creating collections of original mural stickers.

The first collection launches to resounding applause. Themed around Paris, undoubtedly one of the most beauti-ful cities in the world, it draws on the incredible wealth of buildings and diversity of style, and gives this creative duo the name for their agency; Paristic.

Skillfully adapting classic symbols of Paris (The Eiffel Tow-er, The St. Denis Basilica…) as well as modern urban build-ings (The Morris Column, the Guimard Metro Arch, Parisian roofs…), these different stickers give everyone the chance to add a little bit of Paris ‘chez moi’, an imaginative way to hold onto the city for longer, bring it into your own space.

Chic, unique and timeless, this collection is so popular that the agency is spurred on to increase its collections. And so the varied themes appear: children, grandchildren, animals, na-ture, celebrities… always with the kooky spirit, attention to detail, and professional finish – creating more than a little of the ‘trompe l’oeil’ – of the original collection; signature char-acteristics of the Paristic collections.

Seduced by the high quality of creativity at Paristic, Em-manuel Desormeaux, who heads up the agency today, has been joined over time by an ensemble of artists, illustrators and graphic artists from the best Grandes Ecoles. Together, they devise motifs and symbols that conjure up a contempo-rary vision of urban life.


american Graffiti: Mix a pair of Docksides®, a can of paint and a bunch of creative Parisians and the results are fantastique.

Paristic creations are available at BHv, Galeries Lafayette, Fleux and independent interior design outlets.

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Shoes: Sebago® Classics in White.


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Classic Sebago® Penny Loafers. For Spring we mixed it up a bit...

Shoes: Sebago® Classics in Light Brown and Red.All clothes by Sebago®.

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Shoes: Sebago® Classics in Niagara Blue, Gray

and Light BrownAll clothes by Sebago®.

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Since 1946 Sebago® have been handsewing our original Penny loafer... this Classic has fashioned the unmistakable craftsmanship that defines a truly timeless design… accessories designed by Benjamin Franklin, since 1787! PH

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Shoes: Sebago® Classic in Black.


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Sierra… echo… Bravo… alpha… Golf… Oscar…!Fly the flag for nautical

fashion and brighten up your world with some

primary basics.Wayfarer Raincoat in

White, Yellow or Red with reflective Sebago® logo.

All shorts by Sebago®.Shoes: Sebago® Victor.

All shoes with Sebago® Signals™ sole.

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Team varsiTy

From sailboat to shore… the ultimate aprés sail shoe; lightweight with attitude!

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teAM vArSIty

Shoes: Sebago® Daring in Light Brown.

All clothes and accessories by Sebago®.


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Shoes: Sebago® Finn in Light Brown.All clothes and

glasses by Sebago®.


Team varsiTy

teAM vArSIty48

Shoes: Sebago® Daring in Light Brown.

All clothing and glasses by Sebago®.

Paris87 rUe De COUrCelleS, 75017 PariS, FraNCe +33 (0) 1 47 66 07 12

www.sebago.com

O p e n


Floppy Disks Where are they now?

Concorde New york for lunch, london for dinner, plus time for shoe shopping in between.

Pong video game Blip blip… blip blip…

Boeing 747 our favorite flying Jumbo.

ARPANET Internet phase 1.

5 invenTiOnsFrOM THe 1970s

The Beatles let it Be.

James Brown Get On Up (Sex Machine).

simon and Garfunkel Bridge Over troubled Water.

Derek and the Dominos layla.

Jackson 5 aBC.

Apollo 13 lands safely after an oxygen tank exploded en-route to the moon. The event is later made into a film with Tom Hanks.

The Beatles officially break up after releasing ‘Let It Be’. John Lennon and Paul McCartney release solo albums of their own.

Brazil wins the 9th FIFA World Cup in Mexico. The Brazilian team, featuring Pelé (who was in his fourth and final World

Cup), is regarded as one of the finest soccer players to have ever lived.

Jimi Hendrix plays the Isle of Wight Festival, only to die later that year of unknown causes in London.

The first NYC Marathon.

After years of cold, wet canvas-clad feet, Sebago® release the ubiquitous boat shoe; the Docksides®.

6 HISTORIC EVENTS IN 1970

Andre Agassi Bad boy gone good, gone bad!Simon Pegg Shaun of The dead and godfather to Chris and gwyneth’s little apple!Vince Vaughan Can crash our wedding any day...

Happy Birthday…

40 years old...L i v i n G

our favorite New England-born actress, uma Thurman at the oscars.

Matt Damon Wrote and starred in the quintessentially Boston Ivy league film: good Will Hunting.

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For 40 years Docksides® have been a chameleon in any environment. It’s about what you wear and how you wear it.

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Natural habitat

Shoes: Sebago® Docksides® in Sapphire Blue,

Violet and WhiteAll clothes except jeans by Sebago®.


Shoes: Sebago® Patent Docksides® in Midnight Gray and in Midnight Blue. Sebago® Docksides® in Buttercup Yellow and White with Yellow sole.All clothes by Sebago®.

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Shoes: Sebago® Docksides® in Tomato Red, Buttercup Yellow, Blue Nite and White with Yellow sole.Spinnaker Docksides®

in Violet and White. All clothes by Sebago®.

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Sebago®’s new Boatyard Series brings modern functionality to classic style, all in unmistakably Docksides® fashion.

BuT DiFFerenT

Shoes: Sebago® Fairhaven in Navy.

All clothes by Sebago® .

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Shoes: Sebago® Lighthouse boot in Tinsel Black.Opposite page: Shoes: Sebago® Fairhaven in Navy.All clothes by Sebago®.

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Shoes: Sebago® Lighthouse boot in Sand/Canvas.

Opposite page: Shoes: Sebago®

Stormsail in Dark Brown.All clothes by Sebago®.


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T H e n e xT G e n e r AT i O n O F D r e s s M O CC A s i n CO M i n G s O O n. . .


Opposite page: Shoe: Sebago® Sussex

Moc in Chocolate Suede. Available Fall 2010.


Fall Pre v i e W

seBAGO® sussex

2010

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Sebago® helps you brave the Fall months with dry feet, whatever the weather.

they’re back…


Sebago® Drysides are back for Fall 2010.

Waterproof leathers and Vibram® soles.

Shoes: he wears Sebago® Cortes shoe in Chocolate

Suede. She wears Sebago® Saranac high

boot in Light Brown.Opposite page:

Sebago® Drake boot in Chocolate Suede.

Fall Pre v i e W

seBAGO® sussex

2010

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WinTerize yOur DOCksiDes

And your engine... add gas stabilizer. Check plugs, wires, rotor, cap. Check belts, adjust tension. Check hoses. Clean fuel screens, replace fuel filter. Check shift/throttle cables and settings. Lube shift/throttle cables and linkages. Flush cooling system. Drain block, manifold, circulating pump and coolers. Fill block, manifold and circulating pump with antifreeze. Change gear lube. Change oil and oil filter. Check gimbal bearing. Grease U-joints and gimbals. Lube engine coupler splines. Check/replace sacrificial anodes. Fog engine. Check steering and power trim fluids. Touch up nicks and scratches. Check propeller/hub. Check/lube splines. Replace water pump impeller. Spray electrical connections with moisture repellent. Spray entire engine with anticorrosion treatment. Check fuel line and bulb. Remove battery and recharge if necessary!


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seBAGO® BOATyArD series

2010

Shoes: For the girls; Sebago® Groundswell Docksides® boot in Denim Blue, Violet ice and Chocolate Suede, and Sebago® Cove

shearling-lined Docksides® shoe in Violet ice, Sand Suede and Denim Blue.

Opposite page: Shoes: Sebago® Beacon Docksides® in Midnight Blue Suede for men.

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The seaOn it, in it or around it… the instant feel-good factor.

The Lobster‘lobstah’ in New england dialect.

yachts and yachtinglazy days on a lake in a vintage Chris-Craft boat.

new england styleWho doesn’t aspire to be Jackie Kennedy?

The Black Dog General storeOur favorite dog on a t-shirt, what more can you ask for?

Maple syrupOn pancakes, waffles, French toast, bacon… just everywhere!

Portland Head Lighthousethe shining light for Sebago.

Caffe vittoria in BostonOn Hanover Street, the ultimate in retro italian coffee.

The Cracker Important to get a good, strong one!

The Lobster Pick The essential lobster cutlery. Invaluable for

grabbing hidden morsels.

Drawn Butter A guilty pleasure, but

an unavoidable part of lobster eating.

Pull off the smaller pincers, suck out delicious morsels in every part.

Using the Crackers (and donning a bib), crack the tip of the larger claws, and grab your lobster pick.

Pick out the succulent meat using the fork. The hard work is all worth it!

Twist the tail off, discarding the green fleshy part, it’s the ‘tomalleys’ where all the bad stuff is stored.

Pull off the tail flippers, and push the flesh out through the tail with your thumb...

HOW TO MAke THe PerFeCT BLOODy MAry

10 Things We Love About new england

First, pick off the legs and claws. Grasp the lobster in one hand, and twist the claw with the other.

2 ice cubesVodka, double shot½ lemon, juice only 6 dashes Worcestershire sauce3 dashes Tabasco sauce150ml/5fl oz tomato juicePinch of salt andfreshly ground black pepper1 stick of celery

1. Place the ice into a tall glass and add the vodka.

Method

3. Adjust the seasoning to taste with salt and pepper and serve straightaway.

2. Add the lemon juice, Worcestershire sauce, Tabasco sauce and tomato juice. Stir well.

Docksides life

Don’t forget the celery!

knob Creek WhiskeyPerfect for cheering up friends on a rainy day.

sebago®!the reason we fellin love with New england in the first place.

L i v i n G

TOOLsOF THeTrADe

HOW TO eAT A LOBsTer

Taking in some Boston street life… Caffe Vittoria.

Dip every morsel in lashings of drawn butter, et voilà!

(Please, only do this after cooking it, of course!)

Illu

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ENN


SebAgo SToreS

BeLGiuMsebagoZeedijk 778KnokkeB8300BelgiumTel: +32 50 60 56 50

eGyPTsebago (Cairo)6 El Thawra streetEl KorbaHeliopolis 11341EgyptTel: + 20 224 150 664

FrAnCesebago66 Rue d’Antibes 06400 CannesFranceTel: +33 04 93 38 42 18

sebago87 Rue de Courcelles75017 ParisFranceTel: +33 1 47 66 07 12

GerMAnysebagoCarpe DiemElisabeth Street 125980 WesterlandSyltGermanyTel: +49 0 4651 936 2598

GreeCesebago10 Papadiamandi StrKifisia14562 AthensGreeceTel: +30 210 801 6704

sebago17 Iraclitou StreetColonakiAthensTel: +30 210 361 5008

neTHerLAnDssebagoNoordeinde 9NL 2514 Den HaagTel: +31 70 364 14 33

nOrWAysebagoRådhuspassasjenOlav 5 gate 60160 OsloTel: +47 2242 3085

PAnAMAsebagoAlbrook MallLocal G24Pasillo del GorilaPanama CityTel +507 300 3360

PHiLiPPinessebago FestivalUnit 2016 2nd Level Festival SupermallAlabang1780 Muntinlupa CityPhilippinesTel: +63 2842 6595

sebago Mall of AsiaUnit 2121 Main Mall 2nd Floor SM Business Central ParkBay City1302 Pasay CityPhilippinesTel: +63 2556 0154

sebago MegamallUnit 120 Upper G/F Bldg. ASM MegamallDoña Julia Vargas Avenue1555 Mandaluyong CityPhilippinesTel: +63 2637 9126

sebago The Block north eDsAUnit 352a ANE 3rd Floor Annex III BuildingThe BlockSM North EdsaNorth Ave. cor Edsa1105 Quezon CityPhilippinesTel: +63 2442 0058

sebago TrinoMaUnit 2037 Level M2North TriangleNorth Ave.Cor. Edsa1105 Quezon CityPhilippinesTel: +63 2901 3579

sebago sM City CebuUnit 172 SMCC (NW)SM City Cebu The NorthwingUpper Ground FloorBrgy. Mabolo6000 Cebu CityPhilippinesTel: +63 2238 9594

sebago Mall north of ManilaLevel 3Gateway MallAraneta Center1109 Quezon CityPhilippinesTel: +63 2912 2191

POrTuGALsebagoAmoreiras Shopping CenterLoja 2121/2122Avda. Eng. Duarte Pacheco1070 – 103 LisbonPortugalTel: +35 121 388 9195

sebagoCascaishoppingLoja 1017Estrada Nacional nº 9,2645-543 Alcabideche LisboaPortugalTel: +35 1211 91 96 80

sAuDi ArABiAAbdul Wahab Al Garawi GroupAl Oruba King Fahad Highway Junction Olaya Riyadh 11521 Saudi Arabia KSATel: +966 1 419 6096

sPAinsebagoC/ Provença243 Bajos 08008 BarcelonaSpainTel: +34 934 670 444

sebagoC/ Rodríguez Arias8 Bajos48011 BilbaoSpainTel: +34 944 157 333

sebagoC/ Pascual y Genís16 bajo derecha46002 ValenciaSpainTel: +34 963 106 803

sebagoC/ Marina Banus Local 102AC/ Ramon ArecesPlaza Marina Banus29660 Puerto BanusMarbellaSpainTel: +34 952 90 86 81

sebagoModa Shopping local 9General Perón, 4028020 MadridSpainTel: +34 915 56 95 25

sebagoABC Serrano Local 208C/ Serrano, 6128006 MadridSpainTel: +34 915 77 61 37

sebagoPlaza Norte 2Local A38Plaza del Comercio, 11-1228700 San Sebastian de Los ReyesMadridSpainTel: +34 916 63 97 57

sebago® stores worldwide... Above: sebago® Athens, a premium classic! Top: sebago® Manilla, marine heaven.

Where to buy

sebagoC/ Centro OesteLocal 21P. Ind El CarreleroC/ Las Moreras, 228220 MadridSpainTel: +34 916 38 36 60

sWeDensebagoViktoriagatan 5411 25 GothenburgSwedenTel: +46 31 13 74 11

TunisiAsebagoCentre Commercial 2046 Carrefour la SoukraTunisTunisiaTel: +216 71 778 835

sebagoCentre commercial Carre du Lac 1053 Les Berges du LacTunisTunisiaTel: +216 71 860 365

sebagoCentre Commercial 1013 Espace Makni el Menzeh IxTunis, TunisiaTel: +216 71 8820591

sebagoCentre Commercial Tunis City Geant2081 Autoroute de Bizerte Tunis, TunisiaTel: +216 70 836 088

venezueLAsebagoCentro Comercial SambilLocal T 113, Avda. Jovito VillalbaSector San LorenzoPampatarMargarita Island 6301VenezuelaTel: +58 29 52 60 21 24

sebagoCentro Comercial OrinoquiAl lado de la Zona GourmetPuerto Ordaz 8050VenezuelaTel: +58 28 66 00 33 54

72

DiSTribuTorSFor availability of all sebago® products please contact your local distributor.

AnDOrrACashmere shop90 Avinguda Meritxell Andorra La Vella Principality AndorraTel: +376 820 892

AusTrALiAr&G sports Pty. Ltd. Unit J, 134-140 Old Pittwater Road Brookvale NSW Australia 2100Tel: +61 299 390 200

BeLGiuM neTHerLAnDs LuxeMBOurGAncienne Maison Dubois & Fils sAAv. Van Volxem 197 B-1190 Brussels BelgiumTel: +32 2344 1871

BrAziLOrbisAv. Alberto Rodrigues Alves, 370 Distrito Industrial- Franca-SP S14406-077 BrazilTel: +55 16 3711 9800

CAnADAsebago® Canada 075 North Service Road West Suite 100 Oakville Ontario L6M 2G2 CanadaTel: +1 800 567 4874

CHiLeForus sAAmerico Vespucio Norte 1789 Huechuraba Santiago ChileTel: +56 2923 5314

CHinA senses international Trading81 – 1 Xihu Road Guangzhon ChinaTel: +86 020 612 73988

CyPrusLeatherex LtdCY-3507 Limassol Industrial Estate Limassol CyprusTel: +357 25 392 222

DOMiniCAn rePuBLiCLa Pal Free zone BvLoods D1 2/3 Free Zone Willmestad CuraçaoTel: +599 9461 6646

FrAnCe Wolverine europe Bv44 Rue Des Petites Ecuries 75010 ParisFranceTel: +33 1 5603 6000

GerMAny Wolverine europeHouse of Sports Showroom D123 An der Pont 45 40885 Ratingen-BreitscheidGermanyTel: +49 0 800 664 8469

GreeCePhilcon sA2 Tychis Str 152 33 Chalandri AthensGreeceTel: +30 210 689 5081

HOnG kOnGsenses Marketing international LtdI/F Belle Tower 918 Cheung Sha Wan Road Cheung Sha Wan Kowloon Hong KongTel: +852 2741 4760

iTALyzeis excelsaVia Alpi 126/128 Montegranaro 63014 ItalyTel: +39 0734 8991

ivOry COAsT Fes Trading1225 Broadway Room 501 New York NY 10001 USATel: +1 212 685 4897

JAPAn Otsuka shoe Co Ltd4-23-4 Shinbashi Minato-ku Tokyo 105-0004 Japan Tel: +81 3 3431 5187

LeBAnOnGavrocheKaslik Debs Center Beirut LebanonTel: +961 4 963 979

usA sebago Marketing Wolverine Worldwide inc9341 Courtland Drive NE Rockford MI 49351 USATel: +1 616 863 4106

nOrWAy Aqua Terra AsGrini Naeringspark 3 N-1361 Osteras NorwayTel: +47 67 16 21 90

PAnAMAsportzone sACalle 16 Paseo Gorgas Edificio No 31 Local 3 y 4 Zona Libre de Colon PanamaTel: +504 441 2500

PArAGuAyOptima s.r.LCapitan Brizuela Asuncion Paraguay 303Tel: +595 21 266 288

Peru ks Depor sAJr Jose Cossio 222 Lima 17 PeruTel: +51 1264 4455

PHiLLiPinesshoemakers shop inc24 Guerilla Street Sto Nino Marikina City Phillipines 1800Tel: +63 2941 7877

sAuDi ArABiAAbdul Wahab Al Garawi GroupAl Oruba King Fahad Highway Junction Olaya Riyadh 11521 Saudi Arabia KSATel: +966 1 419 6096

sinGAPOre Trendz360 Pte Ltd119 Genting Lane #06-03 HB@ 119 Genting Singapore 349570Tel: +65 9328 3311

sLOveniACloudy d.o.oStegne 13 A 1000 Ljubljana SloveniaTel: +386 4166 0760

sOuTH AFriCA Medicus shoes (PTy) Ltd79 GrahamstownNorth End Port Elizabeth 6001 South AfricaTel: +27 41 484 1645

sPAin Comercial importadora Gafa sAAvda Diagonal 349 bis 08037 Barcelona SpainTel: +34 934 584 504

sWeDen DenMArk FinLAnDTrendmark ABSlattegardsvagen 3 S-42750 Billdal SwedenTel: +46 31 13 74 11

sWiTzerLAnDMerz AGHornimattstr 22 4a CH-5103 Wildegg SwitzerlandTel: +41 62 888 8090

TunisiAsTe Docksider ChaussuresEspace Makni B42 El Menzeh XI TunisiaTel: +216 7093 9938

TurkeyDeriden LtdKisikli Cad. No 1/1 Altunizade 34662 Istanbul TurkeyTel: +90 216 474 20 80

uk SebagoWolverine Europe LtdKings Place 90 York Way London N1 9AGUnited KingdomTel: +44 20 7860 0100

uruGuAyuruforusAvda. Italia 4230 Montevideo, UruguayTel: +598 2613 7567

ConTribuTorS

JOurnALisTs Andy [email protected] [email protected]

PHOTOGrAPHersPhilip north-Coombeswww.philipnorthcoom- bes.com and www.mmmanagement.com

Shot on location in our ‘home’, New england.

Directory

ian romanwww.ianroman.comsimon Mosswww.simonmossphotog-raphy.comPete Webbwww.petewebb.com

WiTh ThAnkS To

PrODuCTiOn AnD CreATiveelements Mgtwww.elementsmgt.com

LOCAL PrODuCTiOnviewfinder Productions www.viewfinderproduc-tions.com

On LOCATiOn…Lobster Pot www.ptownlobsterpot.comCastle Hill resort www.castlehillinn.comChris-Craft boat – Jim [email protected]+1 860 887 8858Chevrolet Corvette – Bob [email protected]+1 617 548 44801958 Chevrolet impala – Peter Asacker +1 508 823 5824Old Town Trolley Tours, Bostonwww.trolleytours.com/bostonvespa – Herb Chambers vespa of Bostonwww.herbchambers.comQuantum sailswww.quantumsails.com


terms and ConditionsNo purchase necessary. For Official rules and to enter, visit www.sebago.com. entries must be received by October 31, 2010, with a maximum of one entry per person. employees of Sponsor and their immediate family members are ineligible. void where prohibited by law. Sponsor: Sebago® Footwear, a division of Wolverine World Wide, inc., 9341 Courtland Drive Ne, rockford, Michigan 49351.

A seBAGOBATHrOBeWin your own Sebago® bathrobe for lazy days lounging in luxury… pool not included!register at sebago.com for your chance to win.

74

HAnDseWn sinCe 1946

RogeR DufaultHandsewing since 1948!


Friends reunitedi n T e r v i e W

His dark aviators reflect Cana-dian geese flying South, over the towering fir trees that were once used for masts of the Brit-

ish fleet. Rivers flow through old water mills, exposed stone quarries and frosty fields of pussy willows. With the disposition of a com-mander returning to the fields of past victory, he stealthily commands the Mercedes E320 through this rustic town. His eyes needn’t fo-cus on the bend in the sinuous stream. For 76-years, he has traveled these same gravel roads; he knows them as well as the dark freckles on the back of his hands. When he approaches the red stone building, he slows the car, gazing into the distance, into the past. “This is where it all began. This is where my father first started making shoes”, former Sebago® President, Daniel Wellehan Jr. says. “Was I sad to say goodbye? Of course. But knowing that Sebago® will live on forever...makes it okay.”

In 2003, Dan Wellehan sold the company that his father started in 1946 to become a fulltime grandfather – with six daughters, he is quite the busy man. Yet, it is impos-sible for him to forget about the empire he left behind. From the shoe stores that his younger brother still operates, to the old factory where his father produced the first Sebago®; around every corner in this small town of Westbrook, Maine, there are remnants of his family’s nearly century-long love affair with footwear.

With combat bootstrapped GI’s returning from World War II in search of shoelace-less comfort, a shoe store owner named Daniel Wellehan Sr. and his two business partners set out to produce a handsewn welt shoe that would ensure a precise fit, truly accommo-dating for the flex of the foot. They named the company Sebago® after the Indian tribe that once inhabited the area. Translated, Se-bago® means ‘long stretch of water’. Ironical-ly, it would be the water that would inspire the next generation of shoes.

“It was magical the way the wind car-

ried the boat across the horizon. I was 12-years-old the first time I sailed and I’ve been hooked ever since”, Wellehan says while staring out of his kitchen window into the rocky coastline of the Atlantic Ocean. Years after sailing the ice caps of Cape Horn and in competitions around the globe, at 76-years-old, Wellehan’s knee replacements have lead Wellehan to sell his sailboat. While his body is not what it used to be, Wellehan’s sense of humor is sharper than ever. “No matter how bad a lady’s feet are, you tell her, ‘don’t you have the loveliest arches!’ Shoes are the key to a woman’s heart”, Wellehan says, referring to

the summers of his childhood working as a salesman in his father’s shoe store.

After graduating from college and a brief tour with the Navy, Wellehan returned to Maine and the shoe factory, wholeheartedly embracing his future in the family business. Realizing that one day his son would in-herit the Sebago® brand, his father encour-aged him to learn each and every skill that went into producing a shoe; from cutting the shoes to marketing, he spent years perfect-ing all angles of the family craft. “There was something so inspirational about taking a raw product and creating something else with it. There are places in Africa where people don’t even wear their shoes – they just hold them

around their neck as a status symbol. I totally get it!” Wellehan says with a deep, John Wayne-esque giggle.

In 1970, Daniel Wellehan Jr. and Se-bago® began distributing a little known product – Docksides®. Designed to grip the deck of a boat, yet retain its style in

the street, the scuff-resistant rubber soles were revolutionary and the culmination of every-thing Daniel Wellehan Jr. dreamed of. “It was amazing to see how the world received the Docksides®”, Wellehan says about his days traveling around the world, distributing the shoe. “In Belgium, people like them brown, but in the Philippines and tropical countries you can bet they want them colorful – yel-lows and oranges.” Wellehan partnered with European fashion houses such as Facconable to create a rainbow of Docksides® colors, ac-commodating for the different cultural pal-ates of the world. With Wellehan’s ingenious distribution model, the Docksides® took off, and Sebago® has never looked back. Princes, Presidents, and paupers, everyone loves the Docksides®. “My baby will forever be a part of our culture”, Wellehan smiles. Today, the Docksides® is sold in 85 countries, and with the approaching 40th Anniversary of the Se-bago® Docksides®, Wellehan looks across the room at the young man’s lavender pair – a new shade. “Now, those are making a state-ment! A good statement!”

Jay Bulger: writer, model, raconteur.

Wellehan Sr. 1946 and the men who started it all... They named it Sebago® – long stretch of water!

They just hold them around their neck as a status symbol. I totally get it!

We talk to Dan Wellehan Jr. son of Sebago’s founder

76

Pennies from heavenwww.sebago.com

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Sebag promotional magazine