AlphaTauri (fashion brand) explained

AlphaTauri
Currentowner:AlphaTauri GmbH
Markets:Worldwide
Tagline:Fits body and mind

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]

Formula One

Scuderia AlphaTauri

See main article: Scuderia AlphaTauri. Red Bull Racing (RBR) junior team Scuderia Toro Rosso was rebranded to Scuderia AlphaTauri in to promote the brand.[14] On top of the rebranding, the team was promoted to the sister team to RBR.[15] Pierre Gasly won the 2020 Italian Grand Prix while driving for the team.[16]

In, the team was rebranded to RB Formula One Team.[17]

Sponsorship

AlphaTauri signed a two-year deal with Formula One to become the official premium fashion apparel supplier starting from 2022.[18] The brand became the FIA's first clothing partner in 2024 on a three-year contract.[19]

Notes and References

  1. Web site: Get a First Look at the Debut Collection From AlphaTauri, Red Bull's New Fashion Brand. HYPEBEAST. 18 September 2018 .
  2. Web site: Red Bull's AlphaTauri Delivers a Future-Ready AW18 Campaign . Complex.
  3. News: Werben & Verkaufen . 2019-07-16 . POS-Marketing: Red Bull launcht mobilen Popup-Store für Fashion . de . 2022-07-22.
  4. Web site: Schoeller, Telekom and AlphaTauri launch Heatable Capsule Collection . 2022-08-16 . www.innovationintextiles.com.
  5. Web site: Sponsor. 2018-07-03.
    1. FashionTech-Vortrag von Alphatauri: Wie catcht man Gen Z?
    . 2022-02-07. FashionUnited. de.
  6. Web site:
    1. FASHIONTECH Januar 2018
    . 2022-02-07. fashionweek.berlin. de.
  7. Web site: 2019-04-26. AlphaTauri 3D-Knit Lab at KaDeWe in Berlin - Salon Prive Mag. 2022-02-07. en-US.
  8. Web site: Eine neue Ära hat begonnen – FASHIONTODAY. 2022-02-07. de-DE.
  9. Web site: TAUREX. 2022-02-07. 2020-06-11. https://web.archive.org/web/20200611052335/https://alphatauri.com/en-de/c/women-taurex/. dead.
  10. Web site: HUNGER WANTS: ALPHATAURI'S WOMEN KAAV TAUREX® TRENCH COAT. 18 October 2018 .
  11. Web site: So startet die Red Bull-Marke AlphaTauri in den Herbst.
  12. Web site: schoeller.
  13. Web site: 17 October 2018 . Echt unglaublich, aber wahr: Dieser Trenchcoat macht dich fit! . InStyle . 16 November 2018 . 24 April 2019 . https://web.archive.org/web/20190424021826/https://www.instyle.de/fashion/alpha-tauri . dead .
  14. Web site: Toro Rosso's name change approved for 2020 Formula 1 season. Mitchell. Scott. 16 October 2019. Autosport.com. en. live. https://web.archive.org/web/20191016120054/https://www.autosport.com/f1/news/146617/toro-rosso-name-change-for-2020-approved . 2019-10-16 . 1 December 2019.
  15. Web site: Delaney . Michael . 16 February 2020 . Marko upgrades AlphaTauri from junior to sister bull team . 17 February 2020 . F1i.com . en.
  16. Web site: Benson. Andrew. 6 September 2020. Pierre Gasly wins thrilling Italian Grand Prix after Lewis Hamilton penalty. BBC Sport.
  17. Web site: Fryer . Jenna . 24 January 2024 . Visa enters F1 with Red Bull, rebrands AlphaTauri with wordy new team name . 24 January 2024 . . en.
  18. News: 24 March 2022 . AlphaTauri becomes Official Premium Fashion Apparel Supplier of Formula 1 . Formula 1 Media . 19 March 2022.
  19. News: Valantine. Henry. AlphaTauri returns to the paddock as new FIA partnership announced. PlanetF1. 19 February 2024. 19 February 2024.

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