Newport News EDGE Summit – Your Edge in Building the Breakthroughs of Tomorrow
September 9, 2025
Deyong’s Boots, founded in 1953 by Moss and Sarah Deyong, started as a shoe and leather repair shop in downtown Newport News before expanding into retail with jeans and boots. As the business grew, it added western wear and saddlery products, establishing itself as a go-to destination for quality outdoor gear. In the 1970s, the business passed to the next generation, Jeff and Barbara Deyong, who further expanded its inventory and moved to the Newmarket West Shopping Center. They also opened a second location in Denbigh, managed by Barbara for over 20 years, which helped solidify the store’s local presence. Today, Deyong’s Boots continues to serve the community with a wide selection of boots, western wear, and saddlery, maintaining its reputation for excellent customer service and quality products.
In 1999, Jeff’s son Adam joined the family business, and in 2007, his wife Marissa became part of Deyong’s Boots, marking the beginning of the third generation of ownership. Adam played a key role in modernizing the store by reorganizing the inventory and transitioning operations to a modern point-of-sale system. As the business evolved, they saw an opportunity to expand their clothing and work boot offerings, gradually shifting away from their western product line. This strategic update helped position Deyong’s Boots for continued growth and success in a changing market.
Deyong’s Boots offers an extensive selection of over 150 safety-toe shoe styles for men and women, including boots, athletic sneakers, and cowboy boots. The store also features a wide range of workwear, including pants, t-shirts, hoodies, jackets, coveralls, bib overalls, rain jackets, and rain pants. In addition, Deyong’s carries an array of accessories such as hats, backpacks, wallets, badge holders, and socks. The store proudly stocks top-quality brands like Carhartt, Timberland Pro, Ariat, and Dickies. Following Adam’s passing in 2021, Marissa has continued to lead the business, upholding Deyong’s legacy of exceptional service and a strong commitment to its customers.
To learn more about Deyong’s Boots, please visit the Deyong’s Boots website or visit the store at 6139 Jefferson Ave., Suite G.
