Rock – The stones and boulders symbolize the outdoors
and being active in the mountains. A root theme of maloja and one we continue to associate with in our new winter collection.
ROLL – Symbolizes the freedom of movement,
and of course our fascination in sports like Cross Country Skiing, Freeriding or Cycling.
Did Bill Haley have any idea what he was creating? Did this North American musician and his band The Comets realise that on April 12th, 1954, in a small New York studio, they were working on a profound transformation of the music scene? On a new era and new ways of thinking and living? Of course in retrospect everyone understands they changed a lot with their song “Rock Around The Clock” and with that song they shook up the music world, sent society into a spin and made people reconsider the way they think and live.
Rock ‘n’ roll, it was like a big bang and it ushered in a time of transformation for the young wild ones. It was a time of living larger and going ones own way. Graham Nash commented: “Rock ‘n’ roll is mainly an attitude. A lot of attitude in rock ‘n’ roll is against the status quo.”
At maloja we notice that the apparel industry is at a moment where change is taking place. Many of the new developments in the outdoor world are being critically scrutinised for authenticity and thus a new movement in awareness is being created. Since our beginning we have believed in this movement’s many positive elements and we will continue to contribute our part.
It was not just the musical epoch and the associated transformation that moved us to focus on Rock & Roll as the theme for our new collection. The term Rock & Roll refers to so many things that inspire us daily.
Rock – The stones and boulders symbolize the outdoors and being active in the mountains. A root theme of maloja and one we continue to associate with in our new winter collection.
Roll – Symbolizes the freedom of movement, and of course our fascination in sports like Cross Country Skiing, Freeriding or Cycling.
Finally, the style introduced by the era of Rock & Roll captivated us. The 1960s have characterised our designs from the beginning so it was only natural to take a small step back in time to enter the early world of Rock & Roll between 1955 and 1960.
Going in new directions, enjoying the freedom of movement: Let’s Rock & Roll.