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AlphaTauri (fashion brand)
Fashion brand of Red Bull GmbH From Wikipedia, the free encyclopedia
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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.
 | This article needs to be updated. The reason given is: Only discusses 2018 activity. (October 2020) |
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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.[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]
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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
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 Racing Bulls.[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]
References
External links
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