A peak at Sebago's new Flagship Store in London.

Sebago renowned for their iconic boat shoes, Docksides, have sailed down Regents Street in London and anchored their new flagship store at number 78.

The decor is of course of a nautical theme with Docksides inside portholes...

and 'all feet on deck' footwear displayed on wooden shelves hanging by rope.

To celebrate the Olympic Games, Sebago have brought out a range of Docksides in red and white with blue inside and blue and white with red inside, both with a union jack sole.

But there is also a touch of the gentleman’s club with comfy distressed leather chairs if you need a rest from all that shopping.

Obviously you had to have bubbly to launch a flagship, but in keeping with the nautical theme the Oyster Meister was there with his fresh catch of oysters. www.oystermeister.com

Here's a sneak peak at their SS12 collaboration with Filson :

Ranch jacket in Filson's tan rugged twill with contrasting collar in Seabgo leather. Gilet/vest in Filson's durable and protictive oil tin cloth. Lining in a red check.

Matching cap in Filson oil tin cloth.
Foreground: Briefcase in Filson tan rugged twill. Brattle spectator brogues in leather and waxy canvas on top of suitcase near mannequin - available in brown or tan. Beacon boot and Docksides also in leather and waxy canvas on top of front suitcase - both available in dark brown or olive.

And  a peak at their handcrafted limited edition SS12 Artisan collection influenced by an eclectic mix of emerging design talents, urban artists and lifestyle bloggers:

The front boat shoe is the St Croix, a collaboration with leather speciality brand Billy Kirk. This is a shoe of handsewn construction, statement laces and contrasting Sebago Docksides slip resistant boat sole.


And a few pieces available to buy from their AW11 collection:

Thanks Chase PR for the invite
www.sebago.com