Welcome to the world of AlphaTauri

AlphaTauri is a stand-alone fashion brand founded out of Red Bull that offers innovative fashion technologies integrated with high-quality and uniquely designed styles. The brand combines textile innovations, purposeful design and premium materials to add value to both body and mind.

What makes AlphaTauri unique is the combination of: Innovation and purposeful design, Pioneering technologies, Premium fabrics and materials.

This level of cutting-edge technology, combined with aspirational fashion silhouettes, is what AlphaTauri stands for. AlphaTauri – Fits Body and Mind

Brand Heritage

Powered by Red Bull’s spirit of innovation and driven by purpose, AlphaTauri is creating a new way in fashion that enriches both body and mind. AlphaTauri was founded by Red Bull with a desire to focus on engineering unique and innovative fashion technologies that add value to both body and mind. The AlphaTauri concept comes to market as consumers are increasingly asking for clothing that fits their lifestyles, that provide functionality and innovation without sacrificing style. The company that created an entirely new market segment with the launch of its energy drink is ready to do it again with AlphaTauri.

Brand Name

The brand is named in honour of the AlphaTauri star - the brightest, most radiant and energy-rich star in the constellation of Taurus (the Bull). It refers to the energy that inspires the brand AlphaTauri, and the star’s placement directly in the Bull’s eye aligns with 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.

Style that revitalizes

Reflecting your far infra-red rays back into the body: Using technologies like Taurex®, developed with textile innovation leader Schoeller Textile AG, and incorporating design features that foresee your needs, AlphaTauri garments revitalize and promote vitality. Our garments empower you to move more freely, stay cool and warm, and revitalize you. AlphaTauri provides functionality and innovation without sacrificing style.

Pioneering technologies and clever features

Lightweight, packable and breathable fashion: AlphaTauri is passionate about challenging the status quo, and we’re constantly developing pioneering new technologies and design features that redefine fashion and function.

From parkas that regulate body temperature to water-repellent wool, AlphaTauri clothing is designed to empower you to navigate your every day in style.

Premium Materials

Smooth leather, fine cashmere and high-quality Merino wool. For comfort and style, AlphaTauri incorporates premium materials. We make no compromises when it comes to the quality of the product, offering everything from extremely soft and light leather jackets to water-repellent Merino sweaters.