Formula One teams up with AlphaTauri in fashion collaboration

Ahead of the season-opening Bahrain Grand Prix, Formula 1 has announced a multi-year collaboration with AlphaTauri that will see Red Bull’s premium fashion brand become the Official Premium Fashion Apparel Supplier of Formula 1.

The two-year deal will see AlphaTauri supply uniform to all F1 personnel at the circuit, including senior staff and F1 presenters. Founded in 2016, AlphaTauri is a young, dynamic fashion brand fuelled by a desire to showcase the fusion of ground-breaking technologies and stylish clothing. Collaborating with experts worldwide, AlphaTauri prides itself on utilising trailblazing techniques and modern designs to create comfortable, functional, and smart fashion.

Stefano Domenicali, President and CEO, Formula 1, said: “We are very pleased to announce that AlphaTauri will be the apparel supplier to Formula 1 with their modern and stylish clothing being worn by our staff during the races. Formula 1 is the perfect environment to develop
fashion in its unique landscape of sport and entertainment.”

Commenting on the announcement, AlphaTauri's CEO Ahmet Mercan said: “Fashion and Formula 1 have formed a fantastic symbiose for decades already. Our partnership is perfect and allows fantastic synergies as we share a common mindset. Innovation is our driving element.”

Next to the collaboration with F1, AlphaTauri also has a long-term partnership with the F1 racing team Scuderia AlphaTauri, which it has done since 2020. The brand combines design and premium materials with textile innovations with its collection available in its own stores in Salzburg, Graz and Vienna, in selected retail stores in Germany, Austria, Switzerland, Italy, France and Turkey and online.