GOOD MORROW – Maloja Collection 2024

There are moments of arrival, of resting and of amazed enjoyment. We have honored them in many annual themes. But now for us, as for so many people and companies, change is in the air. More than 30 Maloja children have been born since the company was founded in 2004. What contribution can and must we make so that they and future generations still have a planet worth living on?

Climate and social change requires everyone to try harder - including us. A puzzle collection made from leftover materials. The Second Love initiative for used pieces that bring new joy to another person. A repair service for damaged parts as well as its own commuter line that promotes commuting by bike. The increased use of natural, undyed and recycled fibers. And whenever styles allow multi-sport use, we show this, also in order to gradually reduce our collection. We were also inspired by upcycle aesthetics in our design, in order to create something new and beautiful from what was carelessly thrown away by our consumer society.

The more serious the issue, the more important it is for us to be guided by an attentive awareness and confidence that encourages action. In German, the same word is used for the beginning of one day and the next day: Morgen or just tomorrow. In English we made it GOOD MORROW. It stands for the confidence with which we face the challenges of tomorrow today. Never before have we taken an annual theme so clearly as an appeal to ourselves. We have never invested more heart and soul in implementing it as consistently as possible in our collection, because the new pieces today are what we will dispose of or reuse in many years. Our new collection is an invitation to see yourself, as we do, as part of a movement that means well for this planet.

Small steps. Every day. Together. For a “Good Morning”!