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From Wikipedia, the free encyclopedia

Product typeClothing
OwnerSalzburg Sport GmbH
WebsiteAlphaTauri Official Website

AlphaTauri is a fashion brand that was founded in 2016 as a brand extension of Red Bull into the fashion industry.[1] The name is taken from Alpha Tauri, the giant red star of the Taurus constellation, and pays tribute to the founding company, Red Bull. Its headquarters are based in Salzburg, Austria.

Fashion innovations and proprietary textile technologies

Since launching, the brand has been present at international industry showcases, for example at FashionTech[2] and at Premium fair during Berlin Fashion Week[3], where the brand demonstrated its use of 3D Garment technology, with a 3D Knitlab from Japanese company Shima Seiki on show.[4]

AlphaTauri develops its own proprietary textile technologies, such as Taurex[5] , developped in collaboration with Schoeller Textil AG.[6]

AlphaTauri launched its first campaign for the Autumn/Winter 2018 season.[7] The collection currently includes parkas, coats, shirts, sweaters, t-shirts, caps and bags. The brand has two flagship stores, one in Graz and one in Salzburg.[8]


  1. ^ "Get a First Look at the Debut Collection From AlphaTauri, Red Bull's New Fashion Brand". HYPEBEAST.
  2. ^ Sponsor (3 July 2018). "#FashionTech-Vortrag von Alphatauri: Wie catcht man Gen Z?".
  3. ^ "#FASHIONTECH Januar 2018: Experten diskutieren über die Digitalisierung der Modebranche".
  4. ^ "Eine neue Ära hat begonnen - FASHIONTODAY".
  5. ^ "Hunger Wants: AlphaTauri's Women KAAV Taurex® Trench Coat". HUNGER TV.
  6. ^ Verkaufen, Werben &. "Red Bull Modemarke startet Kampagne - W&V".
  7. ^ "Red Bull's AlphaTauri Delivers a Future-Ready AW18 Campaign". Complex.
  8. ^ "Echt unglaublich, aber wahr: Dieser Trenchcoat macht dich fit!". InStyle. 17 October 2018.
This page was last edited on 9 December 2018, at 10:00
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