AlphaTauri focuses on precision and perfection in clothing
An offshoot of the Formula 1 racing empire Red Bull, AlphaTauri is a clothing brand where cutting-edge technical innovation meets effortless everyday design. Here, zoom on its S/S 2023 collection which evokes sun and escape
In Formula 1 racing, engineering details can mean the difference between finishing on the podium or breaking into the pack. AlphaTauri, one of two teams run by Austrian drinks company Red Bull – the other being Red Bull Racing, led by reigning world champion Max Verstappen – channels that same fastidious approach to design into its clothing brand of the same name.
Based in Salzburg, Austria, alongside Red Bull’s headquarters, AlphaTauri was founded on the principles of “textile innovations, purposeful design and premium materials to add value to body and mind. “, as the brand describes it. These textile innovations are central to the brand’s approach, with every fabric used in its collections being created by AlphaTauri in-house, using its own factories. This could include the now trademarked “Taurobran”, a waterproof and breathable membrane developed by the brand; other garments may be made from water-repellent wool or fabrics that can adjust to the temperature of their wearer. Natural fibers – leather, fine cashmere and merino wool – are also sourced.
AlphaTauri S/S 2023
Silhouettes, meanwhile, cover both performance wear and casual wear; those working at AlphaTauri note a desire to dress their consumer from morning to night, with garments ranging from seamless sporty sweaters and cardigans, packable parkas and waterproof pants, alongside dressy ruched dresses, square scarves and flared knit skirts (all garments are created with the same emphasis on fabric, comfort and innovation). The colors are vibrant: shades of yellow, turquoise, purple and olive green have all been used in recent collections.
Such was the case during the brand’s latest presentation, presented in a special space at the Pitti Uomo 102 fair in Florence earlier this year, introduced by a dinner in the lush grounds of the Serre Torrigiani private residence held the day before (“As one of the most relevant shows for menswear in Europe, which caters to an international audience, it is the ideal platform for AlphaTauri to launch the new season,” the brand said). calls ‘flamingo’, ‘mango’ and ‘flint beach’, meet classic navy shades in the complete S/S 2023 collection, which was inspired by the idea of a faraway island.
“A lighthearted, carefree desire for escape,” AlphaTauri tells Wallpaper* of the collection’s early days, transporting the wearer to “a private island… far from the stresses and worries of everyday life.” [where] the blue sky envelopes you and bathes you in sunshine. In keeping with this escapist vibe, a tropical print runs throughout the collection – drawing inspiration from the coral of the ocean – while Taurobran is used to create ultra-lightweight outerwear, protecting from downpours but breathable in the heat. heat. Knitting innovation is another focus: 3D knitting technology is used to create high performance sweaters, knit jackets and dresses. Elsewhere, easy riffs on couture can be found everywhere, including a particularly lively mango pantsuit that will hit stores next February – promising an “elevated sense of relaxation”, as the brand describes it.
AlphaTauri takes its name from the star Alpha Tauri – “the brightest, most radiant and most energy-rich star in the constellation of Taurus”. In the constellation, the star is directly in the bull’s eye – “aligning with the brand’s emphasis on precision and perfection”, the defining principles of the growing Austrian brand. §