Founded in 2016 by Dietrich Mateschitz, AlphaTauri is an extension of the Red Bull brand into the fashion world. Headquartered in Austria, the label is named after Alpha Tauri, the giant red star in the Taurus constellation. With innovation at the heart of the brand, AlphaTauri aims to design and create clothing which fits modern lifestyles in functional yet stylish ways. Mi-Kyong Yeom, as design director, fuses fashion with the most cutting edge fabrics to achieve the brand’s goals.
Producing menswear, womenswear and accessories, AlphaTauri presents a new and inventive way of approaching fashion. Their pioneering outlook is redefining fashion through new technologies and materials which change the way in which clothes serve their purpose. Exemplifying this, AlphaTauri has developed Taurex® technology, which increases warmth by reflecting energy released from the body back to the wearer. The brand also provides a travel collection, which features packable clothing with breathable, water-repellent fabrics. Their packable parka and trench coats are simplistic and stylish, a staple in any wardrobe to stay ahead of the weather. The practicality of AlphaTaura designs is uncompromising, with anti-odour materials, water-repellent wool and thermoregulating knits which make clothing more functional than ever before.
High-quality designs in terms of utility and style, AlphaTaura pieces are minimalistic and wearable, easily incorporated into any wardrobe. Offering coats and jackets, skirts and trousers, AlphaTaura provides garments for day-to-day wear, as well as smart-casual pieces to elevate a look. Muted colour palettes with pops of brights, clean design and exceptional materials make AlphaTaura collections essentials for an effortless yet considered wardrobe.
AlphaTaura has stores in Graz and Salzburg, Austria. Their collections can also be accessed through their website.