AlphaTauri is a fashion brand founded in 2016 as a brand extension of

Red Bull Red Bull is a brand of energy drinks of Austria, Austrian company Red Bull GmbH. With 38% market share, it is the most popular energy drink brand as of 2019. Since its launch in 1987, more than 100 billion cans of Red Bull have been sold worldwid ...

into the fashion industry. The brand is named after the Alpha Tauri star, and pays tribute to the founding company,

. Its headquarters are in

Salzburg Salzburg (, ; literally "Salt-Castle"; bar, Soizbuag, label=Bavarian language, Austro-Bavarian) is the List of cities and towns in Austria, fourth-largest city in Austria. In 2020, it had a population of 156,872. The town is on the site of the ...

, Austria.

Background

AlphaTauri launched its first campaign for the Autumn/Winter 2018 season. The collection in 2018 included parkas, coats, shirts, sweaters, T-shirts, caps, belts and bags. In 2019, a

pop-up store Pop-up retail, also known as pop-up store (pop-up shop in the UK, Australia and Ireland) or flash retailing, is a trend of opening short-term sales spaces that last for days to weeks before closing down, often to catch onto a fad or scheduled e ...

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. In 2020, AlphaTauri launched a capsule collection of heatable clothes developed with Schoeller Textil and Telekom. Since its launch, the brand has participated in various international fashion fairs such as FashionTech as well as the bi-annual Berlin Fashion Week, where the brand showcased its use of 3D technology in clothing design, through 3D Knit lab from Japanese company Shima Seiki.

Activities

Alpha Tauri develops and patents its own textile technologies, such as Taurex, developed in collaboration with the Swiss company Schoeller Textil AG specializing in the development and production of innovative fabrics and textile technologies. The brand had three flagship stores in 2022, one in

Graz Graz (; sl, Gradec) is the capital city of the Austrian state of Styria and second-largest city in Austria after Vienna. As of 1 January 2021, it had a population of 331,562 (294,236 of whom had principal-residence status). In 2018, the popul ...

, one in Vienna and one in Salzburg.

Motorsport

The

Scuderia Toro Rosso Scuderia Toro Rosso (; literal translation of "Red Bull Racing Team"), commonly known as Toro Rosso or by its abbreviation STR, was an Italian Formula One racing team. It was one of two Formula One teams owned by Austrian beverage company Red ...

Formula One team was rebranded to Scuderia AlphaTauri from the 2020 Formula One season.

Pierre Gasly Pierre Gasly (; born 7 February 1996) is a French racing driver, currently competing in Formula One under the French flag, racing for Scuderia AlphaTauri. He is the 2016 GP2 Series champion, and the runner-up in the 2014 Formula Renault 3.5 ...

won the

2020 Italian Grand Prix The 2020 Italian Grand Prix (officially known as the Formula 1 Gran Premio Heineken d'Italia 2020) was a Formula One motor race that was held on 6 September 2020 at the Autodromo Nazionale di Monza in Monza, Italy. The race was the eighth rou ...

while driving for the team. AlphaTauri signed a two-year deal with

Formula One Formula One (also known as Formula 1 or F1) is the highest class of international racing for open-wheel single-seater formula racing cars sanctioned by the Fédération Internationale de l'Automobile (FIA). The World Drivers' Championship, ...

to become the official premium fashion apparel supplier, starting from the 2022 season.

References

External links

* Red Bull Clothing brands Luxury brands High fashion brands Clothing manufacturers {{fashion-stub