Red Bull's innovative spirit, driven by clear goals - AlphaTauri uses it to create novel fashion that invigorates. Red Bull's passion for new technologies, innovation and style lies in the DNA of the young fashion label. The AlphaTauri concept is based on the increasing demand for fashion that offers functionality and innovation without sacrificing style. Fashion for everyone who likes to be on the move. Red Bull once created a completely new market segment - energy drinks - and is ready to repeat this success story with AlphaTauri.
The Fashion Brand is named after the star Alpha Tauri - the brightest, most radiant and energetic star in the constellation Taurus. Energy is AlphaTauri's driving force and source of inspiration. "Alpha" stands for the pioneering role the brand strives for. The star Alpha Tauri forms the eye of the bull and stands for the focus on precision and perfection. And Tauri is a perfect link to the bull of Red Bull.
"Ultra-light, stowable and breathable designs: we passionately question the status quo in the fashion industry - and we do it consistently anew. - AlphaTauri, 2020