AlphaTauri news and archive

AlphaTauri wins innovation award for heatable collection

Red Bull’s premium fashion brand AlphaTauri has won the German Innovation Award 2023 for its heatable capsule collection 2.0 in collaboration with Deutsche Telekom. The heated smart fashion range, which features heatable zones that can be activated at the push of a button via app or Apple Watch and set to an exact desired temperature, received...

Fashion |In Pictures

AlphaTauri launches in the US market at NYFW

AlphaTauri, the premium and technical fashion brand from Red Bull, is set to enter the US market for autumn/winter 2023 and celebrated the launch with a presentation during New York Fashion Week. In a statement, AlphaTauri said that its AW23 collection will be available to US consumers for the first time from July 2023 as the brand expands its...

Fashion

AlphaTauri named official fashion brand sponsor for Formula 1

AlphaTauri, the premium fashion brand of Red Bull, has signed a multi-year collaboration deal with Formula 1 to become its official premium fashion apparel supplier. The sponsorship will mean that AlphaTauri will be responsible for dressing the F1 team, including senior staff and F1 presenters, as well as be involved in several fashion...