Sebago has opened a new pop-up shop in New York City with the help of Westerlind.

Located at 77 E Houston Street, the shop is open through the end of September and features the brand’s footwear and accessories along with a selection of apparel for the first time.

Lorenzo Boglione, co-chief executive officer of Sebago parent company BasicNet, told FN in an interview that the pop-up’s opening is part of the brand’s 80th anniversary celebrations.

“It felt like the perfect opportunity to celebrate this milestone in a city with such a strong connection to fashion and lifestyle culture, and to the made in USA heritage that has always defined us,” Boglione said. “This also coincides with the launch of our new autumn/winter collection, featuring the latest clothing and footwear from the collection.”

As for why Sebago chose Westerlind to work with for the pop-up, the executive said that the retailer “felt like the perfect partner.”

“They’ve always been committed to building authentic connections between brands, products and people, and that was exactly the spirit we wanted for this project,” Boglione noted. “Their store on Houston Street sits in a central neighborhood that reflects Sebago’s own identity: authentic, community-driven, rooted in craft. On top of that, we already knew Westerlind well: they’ve been a partner of another brand in our group, K-Way, since 2024.”

And if this pop-up could mean more physical retail for Sebago in the States, Boglione didn’t shut down the idea.

“This pop-up is a strategic launch for us,” the co-CEO admitted. “It gives us a presence in a key location in New York and brings us closer than ever to the various communities there. Looking ahead, there will be more and more activations, and we’ll keep working to reach new audiences and new generations of customers. But it’s too early to talk about a permanent store.”