Basicnet Celebrates Superga Centennial and Expands Sebago Lifestyle Offering at Pitti Uomo 108
Florence, Italy – Basicnet is invigorating the Sebago brand while celebrating a century of Superga with a limited edition homage that emphasizes a return to the brand’s heritage. At Pitti Uomo 108, CEO Lorenzo Boglione outlined the essence of this new model, crafted with refined elegance to resonate with loyal customers.
Since taking the helm of Basicnet last May alongside his brother Alessandro, Boglione confirmed a strategic investment in expanding Sebago’s apparel division, which has seen significant growth alongside the brand’s footwear success over the past six years. “We aim to fully encapsulate the Sebago experience,” he remarked, emphasizing the brand’s unique cultural roots.
Sebago’s growth strategy includes a meticulous exploration of its identity, focusing on the contemporary relevance of its preppy Ivy League culture. Marco Tamponi, appointed as the global brand manager, expressed aspirations to diversify beyond footwear—hinting at exciting new collaborations that will include accessories like a soap bar reminiscent of collegiate traditions.
As Sebago expands its retail presence, including new partnerships in the Middle East and Asia, the brand is also reclaiming its storied past. Tamponi noted a cultural revival among young consumers drawn to classic styles, while Superga is exploring a broader range beyond its iconic 2750 silhouette.
Celebratory initiatives will also feature a forthcoming book with Rizzoli, chronicling Superga’s journey over two decades under Basicnet’s ownership. With a vibrant network of stores and a commitment to quality over fleeting fashion trends, Basicnet reaffirms its strategy: crafting meaningful products that resonate with consumers worldwide.
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