Newport News Proud Since 1953

Deyong’s Boots is a third-generation small family business started in downtown Newport News by Sarah and Moss Deyong. After many years as a shoe and leather repair shop, Deyong's moved to Newmarket South Shopping Center and expanded into retail. The initial selection of basic boots and jeans quickly grew to include western boots and saddlery products. In the 1970’s, Moss's son, Jeff and his wife Barbara took over the business. The western and saddlery inventory continued to blossom under their watch. After a short stint in Newmarket Mall, they eventually relocated to Newmarket West Shopping Center. Jeff and Barbara decided to open a second location, which was located in Denbigh that was in operation for about twenty years. In the 1990’s, Jeff shifted the business again to include work boots and safety shoes for the nearby shipyard employees.

In the early 2000’s, Jeff’s son Adam came into the business, and like his father and grandfather before him, brought his wife Marissa into the business as well. They continued to run a dual western and work store, but modernized the business and slowly grew the work boot and clothing selection. During the pandemic, the store began to shift towards a work-focused store and to discontinue the western product offering. In 2021, Adam passed away and Marissa continues to run the store to this day. The Deyong family is forever grateful for the support of the people of Newport News, Hampton, and greater Hampton Roads which has enabled our continued growth and success over these 70 years and counting.