It was the inner drive to venture off the beaten track that gave a small group of friends an unforgettable experience over twenty years ago.
This special powder day in the remote Engadin mountain village of Maloja would give our brand its name.
Trusting our gut feeling remains our foundation to this day. Just like the urge to discover and create new things.
Determined to follow our own path is and remains our Maloja motto – and that's why we're dedicating this year's collection theme, LA VIA, to it.
Even the concept of changing the design theme every year is unusual for our industry.
But we've never been concerned with conforming to expectations. Our creativity stems from fresh perspectives, from seeing things anew and giving them a new meaning.
So this time with LA VIA, we took a bird's eye view and looked down on our topographical surroundings:
If you take a closer look at the colorful labels, abstract flowers, and graphic background patterns, you'll recognize our company headquarters.
Another insight reflected in LA VIA: When you let go of the pursuit of perfection, your eyes open to the beauty of imperfection.
This is where freedom and authenticity lie. At LA VIA, this is reflected in torn grid patterns, watercolors, and the playful graphics created by our
employees' children in our annual workshops.
For us, constant change defines continuity. That this requires braving resistance and overcoming obstacles is beyond question.
This aspect is captured with the design technique of "one-line drawing": The lettering, graphics, and patterns consist of a single, unbroken line.
It traces our (quite wild) path and simultaneously represents the connection that is so dear to us – with nature, with people, with the past, and with the future.
LA VIA celebrates curiosity, discovery, and the courage to go against the grain. Individualism doesn't mean selfishness. Rather, it stands for openness and diversity.
It can bring us closer together, connect us, and help create a better future.
We hope LA VIA inspires you to follow your gut feeling and experience unforgettable moments.
