Maloja on what it takes for a sportswear brand to thrive

German sports brand Maloja, which just opened its first US flagship store in Stowe, Vermont, was founded 15 years ago in a small village in Bavaria. Although in the beginning, not everything was running smoothly, the label with its unusual and fashionably designed road and mountain bike collections quickly built up a fan base. In the biking strongholds around the Alps, everyone was suddenly wearing Maloja. What sets the brand appart is that cyclists aren't just doning Maloja gear on the bike, but also in their leisure time.