New horizons. AlphaTauri is expanding its presence in the Asian market with the official launch of an online boutique in Japanese.Effective May 25, AlphaTauri is available online in Japanese at, making it immediately accessible in 87 countries.

The new E-commerce site showcases the complete men’s and women’s collections, as well as accessories. With this new initiative in Japan, AlphaTauri continues its strategic expansion into selected key markets.

AlphaTauri Japan
AlphaTauri Japan
To mark the launch of the Japanese online boutique in style, Red Bull’s premium fashion brand hosted an exclusive event in the Morio Studio in Omotesando, Tokyo, with a presentation of the latest collection.

It was a perfect location to get a behind-the-scenes look at the brand, as well as a preview of the key looks of the AlphaTauri Autumn/Winter 2021 women’s and men’s collections, and the Spring/Summer collection which is currently available online.

Because of the current travel restrictions, Ahmet Mercan, AlphaTauri CEO greeted the guests with a virtual welcome on video:

“Today is an extremely important day for AlphaTauri. It marks the official launch of our brand in the Japanese and Asian market - and we are very proud that we are now part of this key market. We have been planning our launch in the Japanese market for a long time now. Let us celebrate this milestone together today. We would like to thank all of you for your support.” Ahmet Mercan, CEO - AlphaTauri

An example of how the brand combines textile innovations, purposeful design and premium materials is the 3D knitting technology which was also presented at the Tokyo event. It is based on cutting-edge technology developed in collaboration with the Japanese company Shima Seiki, which enables the production of seamless, three-dimensional knitwear using 3D knitting machines.
AlphaTauri Tokyo
AlphaTauri Tokyo
Instore business is a key AlphaTauri element. It is the best way to present technologies such as 3D knit and collection themes. This strategy will also be followed in the Japanese market.

“In Japan we are continuing our approach, where we combine online with offline. We are already in promising discussions with potential partners in Japan, so we can bring the AlphaTauri spirit to life, both at store level and digitally”, explains Tanja Gündling, VP – AlphaTauri

Alphatauri F1 Tokyo
AlphaTauri 3D Knit Tokyo