Red Bull’s premium and technical clothing line, AlphaTauri, will make its debut in the United States in the Autumn/Winter of 2023, and the company celebrated the launch with a presentation at New York Fashion Week.
The collection, according to the press release, will be made available to customers in the United States beginning in July 2023 as the brand is all set to expand into both offline and online channels.
Formula One driver Yuki Tsunoda and his Scuderia AlphaTauri teammate Nyck De Vries hosted the presentation for AlphaTauri A/W ’23 collection.
Ahmet Mercan, Chief Executive at AlphaTauri, said, “Entering the US market is another step in our expansion. Our goal is to make AlphaTauri better known and we are convinced that the consistent expansion of our sales network will make an important contribution to this.”
It looks like AlphaTauri is ready to make a bigger splash in the offline and online markets, both in Europe and beyond. In addition, its London, UK location is the first flagship store outside of Austria.
Interestingly the A/W ’23 collection presentation featured 3D knitwear made on a 3D knitting machine by the Japanese firm Shima Seiki, using its innovative 3-layer membrane called Taurobran, which can be used for outerwear, mid-layers and accessories and is both waterproof and breathable.
Additionally, it displayed AlphaTauri’s technical outerwear ‘Koov’ and ‘Kaav’ parkas, with more than a dozen innovative features and a clever packable system.
