They happened to come from SnapDragon. You trace the outline of your cockpit coaming on a large piece of paper and provide your waist size. You should also mark the tracing with the location of your backband for proper fitting or the tube. SnapDragon provided me with instructions/suggestions.
I sent both tracings directly to SnapDragon, but as you indicated I had to place my actual order through a SnapDragon dealer. In fact the dealer I used was 3,000 miles away. I just paid them with a credit card and once completed SnapDragon drop-shipped the skirts to me.
I believe Seals works the same way. You do not have to physically drive to the dealer. Give Seals a call and ask them who they suggest you place your custom (mail-order) through.
Yeah, its a bit goofy, but it seems to work. Seals and SnapDragon are both trying hard not to undercut local paddling shops.
Touring Kayak Paddles
Paddler's Truck Rack
Full Size Sail Rig
YakCatcher Rod Holder
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