2.3_LA VIA - The art of reinventing yourself

The distinct Maloja style is defined by its transformative nature. Our design stands out because it is subject to constant change. Since day one, the core idea behind Maloja was to develop a specific collection theme that we immerse in for an entire year – before we transition to a new chapter opening our minds and hearts for new cultures, influences, perspectives.

For 12 months, we are devoted to this theme. It is enveloping us, influencing everything we do. With Mountain Nomads, we dived into the world of the Berbers. We listened to their music; we cooked traditional Moroccan food. HiSociety was our homage to the true „high society“ - those who call the mountains home. We closed the company doors for a week and collectively joined the Bergbauernhilfe in South Tyrol, lending a hand to the alpine farmers. Our main priority when delving into different cultures is to obtain a genuine understanding to ensure a respectful implementation.

We went far - perhaps too far - with our Pachamama collection in 2013, which took us to South America and the indigenous peoples of the Andes. While the ethnic theme was already prevalent in the streets of London and Tokyo, in outdoor sports people were struggling to embrace it. Apparently, we went ‘too far’ too soon as Pachamama found great success afterwards. And we could not have chosen a more fitting topic for Maloja than Pachamama, the embodiment of Mother Earth, who provides life, nurtures and safeguards us. While it is on us to respect and protect her.

Six years later, we discovered the ‚Wilde Fräulein‘ and delved into a new design theme related to the legends in the Alpine region. Dialas was inspired by these protectors and guides for humanity, who are sending a clear, strong message: embrace humility. When you treat nature and people with respect, when you are honest and humble, you can rely on their support. It is a reassuring conviction: if you act with genuine goodness and integrity, everything will turn out alright.

LA VIA captures the essence of our changing path and takes it consistently into the future - we have therefore dedicated a special anniversary print to it, which quotes patterns and sketches from past collections in a collage. The passion for sport, for the community, discovering new things and treating nature with respect. Our mission is to ensure that this wonderful and wondrous planet is preserved for future generations.