Alpha Tauri

AlphaTauri sits firmly in premium fashion-tech, where the draw is engineered fabrics rather than logos. Its appeal is innovation, from patented textiles to 3D-knit construction, paired with a clean, muted, function-led aesthetic. If you want technical performance wrapped in understated design and you value materials over overt branding, it tends to deliver; if you just want a basic jacket, the price reflects its premium, innovation-driven positioning.

Yes, directly. AlphaTauri was founded in 2016 as a brand extension of Red Bull into fashion, and its headquarters sit in Salzburg, Austria. The name itself pays tribute to the founding company, drawn from the Alpha Tauri star. So while it operates as a fashion label in its own right, its DNA and backing trace straight back to Red Bull.

They share a name and an origin but are different things. The fashion brand came first, and to promote it Red Bull rebranded its junior F1 team Scuderia Toro Rosso to Scuderia AlphaTauri in 2020, the year Pierre Gasly won the Italian Grand Prix for the team. That team was later rebranded to Racing Bulls in 2024, while the apparel label continues independently as a fashion-tech brand.

The name is taken from the Alpha Tauri star, and it doubles as a tribute to the founding company, Red Bull. That cosmic naming, drawn from a star while honouring its parent brand, suits a label built around futuristic textile technology. It signals the forward-looking, innovation-first identity AlphaTauri has pursued from the start.

Taurex is one of AlphaTauri's own patented textile technologies, developed in collaboration with the Swiss company Schoeller Textil AG, which specialises in innovative fabrics. Developing and patenting its own materials is central to how the brand differentiates itself, treating the cloth as the headline feature. It is a big part of why the label positions itself as fashion-tech rather than ordinary apparel.

AlphaTauri is best known for premium technical outerwear and its in-house textile innovation. Its debut Autumn/Winter 2018 collection featured parkas, coats, shirts, sweaters, T-shirts, caps, belts and bags, setting the template for a function-led wardrobe. Beyond garments, it is recognised for pushing fabric technology, including a 2020 capsule of heatable clothes developed with Schoeller Textil and Telekom.

Yes, and it has made a point of showcasing it. At the bi-annual Berlin Fashion Week the brand demonstrated its use of 3D technology in clothing design, working through a 3D Knit lab from the Japanese company Shima Seiki. This focus on advanced construction methods reflects the brand's broader identity as a technology-driven label.

The brand built out physical retail across Europe before reaching North America. By 2022 it had three flagship stores in Austria, in Graz, Vienna and Salzburg, and opened its first international flagship outside Austria in London's Knightsbridge that same year. It officially entered the US market during New York Fashion Week in February 2023, with collections launching for American shoppers from July 2023.

AlphaTauri officially entered the US market during New York Fashion Week at Lincoln Center in February 2023, presenting its Autumn/Winter collection. The launch was staged alongside the unveiling of that year's Scuderia AlphaTauri Formula One car, marking the brand's first major US showcase. Its collections then became available to American consumers starting in July 2023.

Yes. Beyond lending its name to the F1 team, AlphaTauri signed a two-year deal with Formula One to become its official premium fashion apparel supplier from 2022. It went a step further by becoming the FIA's first-ever clothing partner in 2024, on a three-year contract. Motorsport is woven into the brand's positioning as well as its heritage.