21 - 23 February 2021


Fits Body and Mind

AlphaTauri is a stand-alone fashion brand founded by Red Bull that combines innovation, aspirational design, pioneering technologies and premium materials. AlphaTauri – Fits Body and Mind

Powered by Red Bull’s spirit of innovation, AlphaTauri‘s purpose is to create a new way in fashion that enriches body and mind. Alphatauri is an answer to the increasing demand for clothing that fits consumer’s lifestyles, providing functionality and innovation without compromising on style. 
After revolutionizing the market with the brand new product category of energy drinks, Red Bull is ready to challenge the status quo again with AlphaTauri.

The brand takes its name from the brightest and energy-rich star in the constellation of Taurus (the Bull), the same energy that inspires AlphaTauri collections. The star’s placement directly in the Bull’s eye recalls the brand’s focus on precision and perfection. “Alpha” nods to being a leader, and the name AlphaTauri pays tribute to its Red Bull heritage.

Lightweight, packable and breathable fashion; textile technologies such as Taurex® or Taurobran® developed with the partner Schoeller Textil AG; premium materials such as cashmere-blends and Merino wool to ensure comfort and style: AlphaTauri is constantly redefining fashion and function.

Premium collection for men and women, offering technical outerwear, innovative 3D knit pieces, sweatshirts, dresses, pants, shirts, t-shirts, longsleeves and curated accessories.



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