AlphaTauri

AlphaTauri is an Austrian fashion brand established in 2016 as Red Bull’s extension into apparel and lifestyle products. Its name refers to Alpha Tauri, a star in the constellation Taurus, while also echoing the identity of its parent company. The brand is headquartered in Salzburg and presents itself as a premium, technology-oriented label rather than as a conventional sportswear line. The brand’s initial product scope covered contemporary clothing and accessories, including parkas, coats, shirts, sweaters, T-shirts, caps, belts and bags. Its first documented seasonal campaign was for Autumn/Winter 2018. AlphaTauri has sought to differentiate its products through material research and functional textile development. A key example is Taurex, a textile technology developed with Swiss textile specialist Schoeller Textil AG. The company has also worked with Schoeller Textil and Telekom on heated clothing, launching a capsule collection in 2020. AlphaTauri has used fashion technology as part of its public identity. It has participated in international fashion events including FashionTech and Berlin Fashion Week, where it presented garments and design processes involving three-dimensional clothing development. Its work with the 3D Knit lab of Japanese machinery and technology company Shima Seiki highlighted digitally enabled knitwear production and helped position the label around innovation, functionality and modern manufacturing. The brand has also experimented with retail formats. In 2019 it introduced a mobile pop-up store built into a truck. The unit was designed to be assembled in approximately 20 minutes and covered about 60 square metres, allowing the brand to present collections in different locations without relying exclusively on permanent stores. By 2022, AlphaTauri had flagship stores in Graz, Vienna and Salzburg, and it had opened its first international flagship store in London’s Knightsbridge district. International expansion became more explicit in 2023. AlphaTauri made its formal United States market entry during New York Fashion Week in February, presenting its Autumn/Winter collection at Lincoln Center. The event was held alongside the unveiling of the 2023 Formula One car of Scuderia AlphaTauri, the Red Bull-owned racing team that carried the brand’s name at the time. Collections for American customers followed in July 2023. Formula One has been a significant promotional platform for AlphaTauri. Red Bull’s junior Formula One team, formerly known as Scuderia Toro Rosso, adopted the Scuderia AlphaTauri name in 2020 as part of a brand-promotion strategy. Although the racing organization was renamed Racing Bulls in 2024, AlphaTauri’s fashion business remains a separate apparel brand. AlphaTauri also entered into a two-year agreement to serve as Formula One’s official premium fashion apparel supplier from 2022 and became the FIA’s first clothing partner under a three-year agreement beginning in 2024. The brand’s overall positioning combines premium fashion, technical fabrics, design experimentation, retail experience and the global reach of the Red Bull corporate ecosystem. Publicly available reference material does not establish a separate stock-market listing, independently reported financial results, or a named founder distinct from Red Bull.

AlphaTauri was founded in 2016 as Red Bull’s move into the fashion sector. The label was named after Alpha Tauri, a star associated with the Taurus constellation, and the name also served as a tribute to its Red Bull origins. From the outset, the brand was developed as a premium apparel business rather than simply as a merchandising line for Red Bull’s beverages or motorsport properties. Its stated base is Salzburg, Austria. The first documented seasonal campaign appeared for Autumn/Winter 2018. The collection established the range that would define the early business: parkas and coats, shirts, sweaters, T-shirts and accessories such as caps, belts and bags. AlphaTauri’s product strategy combined conventional wardrobe categories with a focus on technical materials and functional design. The company developed and patented textile technologies of its own, including Taurex, created with Schoeller Textil AG, a Swiss company specializing in advanced fabrics and textile systems. In 2019, AlphaTauri tested a flexible retail concept through a truck-based pop-up store. The mobile unit measured approximately 60 square metres and could reportedly be installed in around 20 minutes. This format gave the brand a way to bring collections to different locations while supporting the image of AlphaTauri as an experimental and contemporary label. The business continued building a permanent store network in Austria, with flagship locations reported in Graz, Vienna and Salzburg by 2022. It also opened a London flagship in Knightsbridge, its first international flagship store outside Austria. Technical apparel became more prominent in 2020, when AlphaTauri introduced a capsule collection of heatable clothing developed with Schoeller Textil and Telekom. This initiative illustrated the label’s attempt to connect apparel with wearable technology and climate-related functionality. AlphaTauri likewise participated in fashion and technology events, including FashionTech and Berlin Fashion Week. At those events it showcased the use of three-dimensional design and knitting processes, including work involving Shima Seiki’s 3D Knit lab from Japan. Red Bull’s Formula One activities provided AlphaTauri with a prominent global communications platform. In 2020, the Red Bull junior team Scuderia Toro Rosso was renamed Scuderia AlphaTauri. The change was intended to promote the fashion brand and gave the team a closer relationship to Red Bull Racing as a sister organization. The team’s most notable sporting result under the AlphaTauri name was Pierre Gasly’s victory at the 2020 Italian Grand Prix. The team later reverted to a different identity, becoming Racing Bulls in 2024. AlphaTauri expanded into the United States in 2023. During New York Fashion Week in February, it presented its Autumn/Winter collection at Lincoln Center in an event held alongside the unveiling of the 2023 Scuderia AlphaTauri Formula One car. The occasion represented the brand’s first major United States showcase, and collections were made available to American consumers in July of the same year. The brand also developed formal relationships with international motorsport institutions. It became Formula One’s official premium fashion apparel supplier under a two-year agreement beginning in 2022. In 2024, AlphaTauri became the FIA’s first clothing partner under a three-year contract. These arrangements connected the label’s fashion business with the global visibility and institutional reach of motorsport, even after the Formula One team stopped using AlphaTauri in its name. AlphaTauri remains an active Red Bull-owned fashion brand. Its public identity is built around premium clothing, textile innovation, technology-enabled design, selected flagship retail and motorsport-linked promotion. The available reference material does not identify a separate founder, named current executives, public listing, or independently reported financial performance.

• 2024

  Formula One team renamed Racing Bulls

  [1]AlphaTauri (fashion brand)en.wikipedia.org

  The Formula One team using the AlphaTauri identity was rebranded Racing Bulls.

• 2024

  FIA clothing partnership begins

  [1]AlphaTauri (fashion brand)en.wikipedia.org

  AlphaTauri became the FIA’s first clothing partner under a three-year agreement.

• 2023

  United States market entry

  [1]AlphaTauri (fashion brand)en.wikipedia.org

  The brand made its major United States showcase at New York Fashion Week and began launching collections for American customers later that year.

• 2022

  London flagship opened

  [1]AlphaTauri (fashion brand)en.wikipedia.org

  AlphaTauri opened its first international flagship store outside Austria in London’s Knightsbridge district.

• 2020

  Heatable clothing capsule launched

  [1]AlphaTauri (fashion brand)en.wikipedia.org

  AlphaTauri launched heated apparel developed with Schoeller Textil and Telekom.

• 2020

  Red Bull junior Formula One team renamed

  [1]AlphaTauri (fashion brand)en.wikipedia.org

  Scuderia Toro Rosso adopted the Scuderia AlphaTauri name as part of Red Bull’s effort to promote the fashion label.

• 2019

  Mobile pop-up retail concept introduced

  [1]AlphaTauri (fashion brand)en.wikipedia.org

  The brand introduced a truck-based pop-up store designed for rapid setup and mobile presentation of its collections.

• 2018

  First documented seasonal campaign

  [1]AlphaTauri (fashion brand)en.wikipedia.org

  AlphaTauri launched its first documented campaign for the Autumn/Winter season, featuring clothing and accessories including outerwear, knitwear, shirts, T-shirts, caps, belts and bags.

• 2016

  Brand founded

  [1]AlphaTauri (fashion brand)en.wikipedia.org

  Red Bull established AlphaTauri as a fashion and apparel brand.

Premium, technology-led fashion and lifestyle apparel with a focus on functional textiles, contemporary design and Formula One-linked brand visibility.

• Fashion apparel · 2018

  Seasonal apparel collections

  AlphaTauri’s core assortment consists of premium contemporary clothing, including parkas, coats, shirts, sweaters and T-shirts. The collections are presented as everyday fashion with an emphasis on modern silhouettes, material performance and a connection to the brand’s technology-led identity.

• Fashion accessories · 2018

  Accessories

  The brand’s documented accessory range includes caps, belts and bags. These products extend the apparel collections into complementary lifestyle items and provide lower-complexity entry points into the AlphaTauri brand.

• Textile technology

  Taurex

  Taurex is a textile technology developed by AlphaTauri in cooperation with Schoeller Textil AG. It represents the brand’s effort to develop and protect proprietary fabric technologies rather than relying solely on conventional fashion materials.

• Technical apparel · 2020

  Heatable clothing capsule

  Introduced in 2020, this capsule collection used heating functionality and was developed with Schoeller Textil and Telekom. It demonstrated AlphaTauri’s interest in integrating technology and functional performance into consumer clothing.

• 2023New York Fashion Week United States showcase

  United States

  AlphaTauri presented its Autumn/Winter collection at Lincoln Center during New York Fashion Week alongside the unveiling of the 2023 Scuderia AlphaTauri Formula One car.

  Outcome. The event marked the brand’s first major United States showcase and preceded the July launch of its collections for American consumers.

  Source
• 2018Autumn/Winter launch campaign

  International

  AlphaTauri launched its first documented seasonal campaign for Autumn/Winter, introducing the brand’s clothing and accessory assortment.

  Outcome. The campaign established the label’s initial product categories and seasonal fashion-market presence.

  Source

• 2024

  Extend official motorsport apparel partnerships through the FIAStrategy

  Background

  Following the Formula One team’s change from AlphaTauri to Racing Bulls, the brand continued building direct institutional relationships in motorsport.

  Action taken

  AlphaTauri became the FIA’s first clothing partner under a three-year agreement.

  Aftermath

  The agreement maintained a formal AlphaTauri presence within international motorsport despite the team-name change.

  Source

• 2023

  Enter the United States marketStrategy

  Background

  The brand sought to extend its retail and e-commerce reach beyond its established Austrian and European base.

  Action taken

  AlphaTauri staged a major New York Fashion Week presentation in February and launched collections for American consumers in July.

  Aftermath

  The New York presentation became the brand’s first major United States showcase.

  Source

• 2022

  Become Formula One’s official premium fashion apparel supplierStrategy

  Background

  AlphaTauri used Formula One as an international platform for brand visibility and premium apparel positioning.

  Action taken

  The brand entered a two-year agreement to supply official premium fashion apparel for Formula One.

  Aftermath

  The partnership expanded AlphaTauri’s institutional association with global motorsport.

  Source

• 2020

  Use the AlphaTauri name for Red Bull’s junior Formula One teamStrategy

  Background

  Red Bull sought to promote its fashion brand through a prominent motorsport property.

  Action taken

  Scuderia Toro Rosso was renamed Scuderia AlphaTauri, linking the racing team’s public identity to the apparel label.

  Aftermath

  The team competed under the AlphaTauri name through 2023 before being renamed Racing Bulls in 2024.

  Source

• 2024

  Scuderia AlphaTauri is renamed Racing Bulls[1]AlphaTauri (fashion brand)en.wikipedia.org

  Leadership change · Other

  The Formula One team that had carried the AlphaTauri name was rebranded as Racing Bulls, ending its formal use of the fashion brand’s name in the team identity.

• 2024

  AlphaTauri becomes the FIA’s first clothing partner[1]AlphaTauri (fashion brand)en.wikipedia.org

  Other

  AlphaTauri entered a three-year partnership as the FIA’s first clothing partner, extending its official motorsport apparel relationships.

• 2023

  AlphaTauri makes its formal United States market entry[1]AlphaTauri (fashion brand)en.wikipedia.org

  Campaign · Product launch

  The brand presented its Autumn/Winter collection during New York Fashion Week at Lincoln Center and subsequently launched its collections for American consumers in July.

• 2022

  AlphaTauri becomes Formula One’s official premium fashion apparel supplier[1]AlphaTauri (fashion brand)en.wikipedia.org

  M&A · Other

  AlphaTauri entered a two-year arrangement to supply official premium fashion apparel for Formula One.

• 2022

  AlphaTauri opens its first international flagship store in London[1]AlphaTauri (fashion brand)en.wikipedia.org

  Other

  The brand expanded its physical retail presence beyond Austria with a flagship store in London’s Knightsbridge district.

• 2020

  AlphaTauri launches a capsule collection of heated clothing[1]AlphaTauri (fashion brand)en.wikipedia.org

  Product launch

  AlphaTauri introduced heated garments developed with Schoeller Textil and Telekom, extending the brand’s technical-apparel proposition.

• 2020

  Scuderia Toro Rosso adopts the Scuderia AlphaTauri name[1]AlphaTauri (fashion brand)en.wikipedia.org

  Other

  Red Bull’s junior Formula One team was renamed Scuderia AlphaTauri to promote the fashion label and strengthen the connection between the brand and Red Bull’s motorsport activities.

1. 1AlphaTauri (fashion brand)en.wikipedia.org
2. 2AlphaTauri official websitealphatauri.com