AlphaTauri (fashion brand)
 | This article needs to be updated. The reason given is: Only discusses 2018 activity. (October 2020) |
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| Product type | Clothing |
|---|---|
| Owner | AlphaTauri GmbH |
| Introduced | 2016 |
| Markets | Worldwide |
| Tagline | Fits body and mind |
| Website | alphatauri |
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[edit]
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.[citation needed] 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[edit]
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[edit]
Scuderia AlphaTauri[edit]
Red Bull Racing (RBR) junior team Scuderia Toro Rosso was rebranded to Scuderia AlphaTauri in 2020 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 2024, the team was rebranded to RB Formula One Team.[17]
Sponsorship[edit]
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]
References[edit]
- ^ "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.
- ^ "POS-Marketing: Red Bull launcht mobilen Popup-Store für Fashion". Werben & Verkaufen (in German). 2019-07-16. 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.
- ^ Delaney, Michael (16 February 2020). "Marko upgrades AlphaTauri from junior to sister bull team". F1i.com. Retrieved 17 February 2020.
- ^ Benson, Andrew (6 September 2020). "Pierre Gasly wins thrilling Italian Grand Prix after Lewis Hamilton penalty". BBC Sport.
- ^ Fryer, Jenna (24 January 2024). "Visa enters F1 with Red Bull, rebrands AlphaTauri with wordy new team name". AP News. Retrieved 24 January 2024.
- ^ "AlphaTauri becomes Official Premium Fashion Apparel Supplier of Formula 1". Formula 1 Media. 24 March 2022. Retrieved 19 March 2022.
- ^ Valantine, Henry (19 February 2024). "AlphaTauri returns to the paddock as new FIA partnership announced". PlanetF1. Retrieved 19 February 2024.
External links[edit]
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