AlphaTauri
Product typeClothing
OwnerAlphaTauri GmbH
Introduced2016 (2016)
MarketsWorldwide
TaglineFits body and mind
Websitealphatauri.com

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.

Background

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. In 2019, a pop-up store was presented, which is built into a truck and can be set up within 20 minutes and is around 60 square meters in size. Its first mission was planned for autumn 2020.[3]

In 2020, AlphaTauri launched a capsule collection of heatable clothes developed with Schoeller Textil and Telekom.[4]

Since its launch, the brand has participated in various international fashion fairs such as FashionTech[5] as well as the bi-annual Berlin Fashion Week,[6] where the brand showcased its use of 3D technology in clothing design, through 3D Knit lab from Japanese company Shima Seiki.[7][8]

Activities

Alpha Tauri develops and patents its own textile technologies, such as Taurex,[9][10] developed in collaboration with the Swiss company Schoeller Textil AG[11] specializing in the development and production of innovative fabrics and textile technologies.[12]

The brand had three flagship stores in 2022, one in Graz, one in Vienna and one in Salzburg.[13]

Motorsport

The Scuderia Toro Rosso Formula One team was rebranded to Scuderia AlphaTauri from the 2020 Formula One season.[14] 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.[15]

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. ↑ Verkaufen, Werben & (2019-07-16). "POS-Marketing: Red Bull launcht mobilen Popup-Store für Fashion | W&V" (in German). Retrieved 2022-07-22.
  4. ↑ "Schoeller, Telekom and AlphaTauri launch Heatable Capsule Collection". www.innovationintextiles.com. Retrieved 2022-08-16.
  5. ↑ Sponsor (2018-07-03). "#FashionTech-Vortrag von Alphatauri: Wie catcht man Gen Z?". FashionUnited (in German). Retrieved 2022-02-07.
  6. ↑ "#FASHIONTECH Januar 2018". fashionweek.berlin (in German). Retrieved 2022-02-07.
  7. ↑ "AlphaTauri 3D-Knit Lab at KaDeWe in Berlin - Salon Prive Mag". 2019-04-26. Retrieved 2022-02-07.
  8. ↑ "Eine neue Ära hat begonnen – FASHIONTODAY" (in German). Retrieved 2022-02-07.
  9. ↑ "TAUREX". Archived from the original on 2020-06-11. Retrieved 2022-02-07.
  10. ↑ "HUNGER WANTS: ALPHATAURI'S WOMEN KAAV TAUREX® TRENCH COAT".
  11. ↑ "So startet die Red Bull-Marke AlphaTauri in den Herbst".
  12. ↑ "schoeller".
  13. ↑ "Echt unglaublich, aber wahr: Dieser Trenchcoat macht dich fit!". InStyle. 17 October 2018. Archived from the original on 24 April 2019. Retrieved 16 November 2018.
  14. ↑ 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.
  15. ↑ "AlphaTauri becomes Official Premium Fashion Apparel Supplier of Formula 1". Formula 1 Media. 24 March 2022. Retrieved 19 March 2022.


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