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AlphaTauri (fashion brand)

From Wikipedia, in a visual modern way
AlphaTauri
AlphaTauri.svg
Product typeClothing
OwnerAlphaTauri GmbH
Introduced2016 (2016)
MarketsWorldwide
TaglineFits body and mind
Websitealphatauri.com
This article is about the fashion brand. For the star designated Alpha Tauri, see Aldebaran. For the re-branded Formula One team, see Scuderia 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

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

Main article: Scuderia AlphaTauri

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]

Discover more about Motorsport related topics

Scuderia AlphaTauri

Scuderia AlphaTauri

Scuderia AlphaTauri, or simply AlphaTauri, is an Italian Formula One racing team and constructor. It is one of two Formula One constructors owned by Austrian beverage company Red Bull, the other being Red Bull Racing. The constructor was rebranded for the 2020 Formula One World Championship from "Toro Rosso" to "AlphaTauri" in order to promote the AlphaTauri fashion brand. According to Franz Tost and Helmut Marko, Scuderia AlphaTauri is no longer the junior team but the sister team to Red Bull Racing.

Scuderia Toro Rosso

Scuderia Toro Rosso

Scuderia Toro Rosso, 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 Bull, the other being Red Bull Racing. Toro Rosso functioned as a junior team to Red Bull Racing, with the aim of developing the skills of promising drivers for the senior team. The team made its racing début in the 2006 season, moving to complete independence from its sister team in 2010. The team changed its name to Scuderia AlphaTauri in 2020 to promote parent company Red Bull's fashion label of the same name.

2020 Formula One World Championship

2020 Formula One World Championship

The 2020 FIA Formula One World Championship was the motor racing championship for Formula One cars which was the 71st running of the Formula One World Championship. It marked the 70th anniversary of the first Formula One World Drivers' Championship. The championship was recognised by the governing body of international motorsport, the Fédération Internationale de l'Automobile (FIA), as the highest class of competition for open-wheel racing cars. Drivers and teams competed for the titles of World Drivers' Champion and World Constructors' Champion, respectively.

Pierre Gasly

Pierre Gasly

Pierre Jean-Jacques Gasly is a French racing driver currently competing in Formula One under the French flag for Alpine. He won the 2016 GP2 Series championship, and finished as runner-up in the 2014 Formula Renault 3.5 Series and the 2017 Super Formula Championship.

2020 Italian Grand Prix

2020 Italian Grand Prix

The 2020 Italian Grand Prix 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 round in the 2020 Formula One World Championship.

Formula One

Formula One

Formula One 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 FIA Formula One World Championship has been one of the premier forms of racing around the world since its inaugural season in 1950. The word formula in the name refers to the set of rules to which all participants' cars must conform. A Formula One season consists of a series of races, known as Grands Prix. Grands Prix take place in multiple countries and continents around the world on either purpose-built circuits or closed public roads.

2022 Formula One World Championship

2022 Formula One World Championship

The 2022 FIA Formula One World Championship was a motor racing championship for Formula One cars which was the 73rd running of the Formula One World Championship. It is recognised by the Fédération Internationale de l'Automobile (FIA), the governing body of international motorsport, as the highest class of competition for open-wheel racing cars. The championship was contested over twenty-two Grands Prix, which were held around the world, and ended earlier than in other recent years to avoid overlapping with the FIFA World Cup.

Source: "AlphaTauri (fashion brand)", Wikipedia, Wikimedia Foundation, (2023, March 8th), https://en.wikipedia.org/wiki/AlphaTauri_(fashion_brand).

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Further Reading

Red Bull Racing

Dietrich Mateschitz

Red Bull Junior Team

Toro Rosso STR1

Sébastien Buemi

Brendon Hartley

Red Bull GmbH

Toro Rosso STR3

Daniil Kvyat

Toro Rosso STR8

Pierre Gasly

Scuderia Toro Rosso STR13

Scuderia Toro Rosso STR14

Yuki Tsunoda

Scuderia AlphaTauri

AlphaTauri AT01
References
  1. ^ "Get a First Look at the Debut Collection From AlphaTauri, Red Bull's New Fashion Brand". HYPEBEAST.
  2. ^ "Red Bull's AlphaTauri Delivers a Future-Ready AW18 Campaign". Complex.
  3. ^ Verkaufen, Werben & (2019-07-16). "POS-Marketing: Red Bull launcht mobilen Popup-Store für Fashion | W&V" (in German). Retrieved 2022-07-22.
  4. ^ "Schoeller, Telekom and AlphaTauri launch Heatable Capsule Collection". www.innovationintextiles.com. Retrieved 2022-08-16.
  5. ^ Sponsor (2018-07-03). "#FashionTech-Vortrag von Alphatauri: Wie catcht man Gen Z?". FashionUnited (in German). Retrieved 2022-02-07.
  6. ^ "#FASHIONTECH Januar 2018". fashionweek.berlin (in German). Retrieved 2022-02-07.
  7. ^ "AlphaTauri 3D-Knit Lab at KaDeWe in Berlin - Salon Prive Mag". 2019-04-26. Retrieved 2022-02-07.
  8. ^ "Eine neue Ära hat begonnen – FASHIONTODAY" (in German). Retrieved 2022-02-07.
  9. ^ "TAUREX".
  10. ^ "HUNGER WANTS: ALPHATAURI'S WOMEN KAAV TAUREX® TRENCH COAT".
  11. ^ "So startet die Red Bull-Marke AlphaTauri in den Herbst".
  12. ^ "schoeller".
  13. ^ "Echt unglaublich, aber wahr: Dieser Trenchcoat macht dich fit!". InStyle. 17 October 2018.
  14. ^ 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.
  15. ^ "AlphaTauri becomes Official Premium Fashion Apparel Supplier of Formula 1". Formula 1 Media. 24 March 2022. Retrieved 19 March 2022.
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