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.
Product type | Clothing |
---|---|
Owner | AlphaTauri GmbH |
Introduced | 2016 |
Markets | Worldwide |
Tagline | Fits body and mind |
Website | alphatauri |
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
- "Get a First Look at the Debut Collection From AlphaTauri, Red Bull's New Fashion Brand". HYPEBEAST.
- "Red Bull's AlphaTauri Delivers a Future-Ready AW18 Campaign". Complex.
- Verkaufen, Werben & (2019-07-16). "POS-Marketing: Red Bull launcht mobilen Popup-Store für Fashion | W&V" (in German). Retrieved 2022-07-22.
- "Schoeller, Telekom and AlphaTauri launch Heatable Capsule Collection". www.innovationintextiles.com. Retrieved 2022-08-16.
- Sponsor (2018-07-03). "#FashionTech-Vortrag von Alphatauri: Wie catcht man Gen Z?". FashionUnited (in German). Retrieved 2022-02-07.
- "#FASHIONTECH Januar 2018". fashionweek.berlin (in German). Retrieved 2022-02-07.
- "AlphaTauri 3D-Knit Lab at KaDeWe in Berlin - Salon Prive Mag". 2019-04-26. Retrieved 2022-02-07.
- "Eine neue Ära hat begonnen – FASHIONTODAY" (in German). Retrieved 2022-02-07.
- "TAUREX". Archived from the original on 2020-06-11. Retrieved 2022-02-07.
- "HUNGER WANTS: ALPHATAURI'S WOMEN KAAV TAUREX® TRENCH COAT".
- "So startet die Red Bull-Marke AlphaTauri in den Herbst".
- "schoeller".
- "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.
- 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.
- "AlphaTauri becomes Official Premium Fashion Apparel Supplier of Formula 1". Formula 1 Media. 24 March 2022. Retrieved 19 March 2022.