WHAT IS MALOJA?
We stumbled upon an image on the internet, a simple image depicting a snowboarder flying through the air on a powder-laden day with sugarcoated mountaintops. Aside from this imagery there was a very small text that simply read: Maloja. We figured this must be the place where the photo was taken.
The winter of 2001 was exceptional, and we were enjoying ourselves in the Engadin Valley of the Swiss Alps. On the last day of our stay we received more than half a meter of fresh snow; however, we were in the middle of bustling St. Moritz not a place for fresh tracks. We remembered the photo of the snowboarder in the unknown place called Maloja, a place we did not know if you could actually access to ski or snowboard. How lucky we were that day as we followed our curiosity deeper into the mountains.
It turned out Maloja was only 17km away from St Moritz. And yes, the sleepy place offered perfect powder conditions, a steep grade, interspersed pine trees, a sugary white blanket of snow that covered everything and not a single track in sight! But was there a lift? How happy we were to discover the rope tow. But the lift was not moving. As we started to hike the slope, a door began to creak open on a tiny shack and out came a lift operator. “Good to see you.” The man called out in his deep local dialect. ”Looks like time to rev up the engine.”
What we experienced that day on the slope is history. The picture embossed in our memories is one of virgin snow, deep and soft amongst the pine trees, the feeling of pure joy for life and in our ears the cries of glee that echoed through the hills. A perfect day with an old rope tow somewhere in the Swiss Alps. Maloja.
A German brand that makes functional outdoor clothing and accessories for men, women and children. We combine technical superiority and style. Our clothes, “made for the mountains” are focused on summer and winter sports and lifestyle.
consciously responsible for what one does is not a trend to us, but rather
something intrinsic to our brand. Social responsibility, sustainability,
workplace conditions, our environment and fair practices for our business
partners are all key factors integrated into Maloja’s founding values.
‘Soul in the woods’ was the inspiration for our first collection and became a mantra for all that we do.
The desire to be filled with positive energies that time in nature provides is the basis of the inspiration and it motivates us to this day, to respect and care for our natural environment. The values of honesty, authenticity, respect and decency go hand in hand with “Soul in the woods .
A Life Vision.
Maloja is the equivalent of anything heartfelt, true and beautiful. A peak, a trail or just a certain moment in time that feels good, is Maloja. The moment shared at that simple rope tow at Maloja became our paradigm for going your own way.
It doesn’t take much to create a perfect day, just some courage, imagination and good friends. When we started in 2004 to create the mission for our own brand, we looked to the revelation we experienced on that fateful day in 2001. It seemed only right to name the brand Maloja. For us life is simply “Maloja”