AlphaTauri (fashion brand)

AlphaTauri is a fashion brand founded in 2016 as a brand extension of Red Bull into the fashion industry.[1] The brand is named after the Alpha Tauri star, and pays tribute to the founding company, Red Bull. Its headquarters are in Salzburg, Austria.

This article is about the fashion brand. For the star designated Alpha Tauri, see Aldebaran. For the re-branded Formula One team, see Scuderia AlphaTauri.
AlphaTauri
Product typeClothing
OwnerAlphaTauri GmbH
Introduced2016 (2016)
MarketsWorldwide
TaglineFits body and mind
Websitealphatauri.com

AlphaTauri launched its first campaign for the Autumn/Winter 2018 season.[2] The collection in 2018 included parkas, coats, shirts, sweaters, T-shirts, caps, belts and bags. The brand had two flagship stores in 2018, one in Graz and one in Salzburg.[3]

Since its launch, the brand has participated in various international fashion fairs such as FashionTech[4] as well as the bi-annual Berlin Fashion Week,[5] where the brand showcased its use of 3D technology in clothing design, through 3D Knit lab from Japanese company Shima Seiki.[6][7]

Innovations and unique technologies

Alpha Tauri develops and patents its own textile technologies, such as Taurex,[8][9] developed in collaboration with the Swiss company Schoeller Textil AG[10] specializing in the development and production of innovative fabrics and textile technologies.[11]

Motorsport
Main article: Scuderia AlphaTauri

The Scuderia Toro Rosso Formula One team was rebranded to Scuderia AlphaTauri from the 2020 Formula One season.[12] Pierre Gasly won the 2020 Italian Grand Prix while driving for the team.

AlphaTauri signed a two-year deal with Formula One to become the official premium fashion apparel supplier, starting from the 2022 season.[13]

References
  1. "Get a First Look at the Debut Collection From AlphaTauri, Red Bull's New Fashion Brand". HYPEBEAST.
  2. "Red Bull's AlphaTauri Delivers a Future-Ready AW18 Campaign". Complex.
  3. "Echt unglaublich, aber wahr: Dieser Trenchcoat macht dich fit!". InStyle. 17 October 2018.
  4. Sponsor (2018-07-03). "#FashionTech-Vortrag von Alphatauri: Wie catcht man Gen Z?". FashionUnited (in German). Retrieved 2022-02-07.
  5. "#FASHIONTECH Januar 2018". fashionweek.berlin (in German). Retrieved 2022-02-07.
  6. "AlphaTauri 3D-Knit Lab at KaDeWe in Berlin - Salon Prive Mag". 2019-04-26. Retrieved 2022-02-07.
  7. "Eine neue Ära hat begonnen – FASHIONTODAY" (in German). Retrieved 2022-02-07.
  8. "TAUREX".
  9. "HUNGER WANTS: ALPHATAURI'S WOMEN KAAV TAUREX® TRENCH COAT".
  10. "So startet die Red Bull-Marke AlphaTauri in den Herbst".
  11. "schoeller".
  12. Mitchell, Scott (16 October 2019). "Toro Rosso's name change approved for 2020 Formula 1 season". Autosport.com. Archived from the original on 2019-10-16. Retrieved 1 December 2019.
  13. "AlphaTauri becomes Official Premium Fashion Apparel Supplier of Formula 1". Formula 1 Media. 24 March 2022. Retrieved 19 March 2022.
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