13 June 2015

Maloja's freedom, peace, mountain prints on biker shirts

Recently on 28 May, German outdoor label maloja opened its first Asian store on 300 square meters in the Gangnam district in Seoul, South Korea which became because of its sports and style conscious population an important market of the label. Short after the Seoul store opening, maloja sent some preview images of next year's Spring/Summer 2016 collection which is entitled 'Rock & Roll - The Times Are Changing'. The idea behind the outdoor items with focus on mountain sports (climbing, hiking...) and cycling is that society has faced challenges of 'change' constantly through history in many different fields and applied various methods to 'tune' the status quo for a better future. Maloja's field is the world of outdoor, especially mountains and biking, and the proposed method is to question developments of the 'outdoor world' and to select the positive aspects, for example nature experience. 'Rock & Roll' - the mountain and biking, is visually interpreted with prints that are inspired by the music and zeitgeist of the years between 1955 and 1960 which led in the following decade (the 60ies) to many revolutionary movements all over the world. Some younger users won't believe it but musicians like Elvis Presley (starred also in many movies like 'Blue Hawaii') were once considered as rebels.

fig.: On view on this page are details of two photos of the maloja Spring/Summer 2016 collection. The image left shows a women's shirt in flower power, freedom, peace aesthetics with birds on floral ground; on the picture right, the men's shirt pattern of traditional mountain signs (alpine roses, edelweiss, gentian) carries the name 'Mountain Hawaii' and evokes associations with 60ies surfer style. Photos: maloja.

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