NYFW: AlphaTauri launches on the US market
AlphaTauri celebrates its premiere on the US market during New York Fashion Week and continues to expand its business.
In addition to the first presentation of the new autumn/winter 2023 AlphaTauri collection in the United States of America, the new racing car design of the F1® team Scuderia AlphaTauri - whose namesake is the fashion brand AlphaTauri - was presented at the same time.
Expansion of the global distribution network and own e-commerce
AlphaTauri's entry into the US market will make the new collection available to consumers in the US for the first time from July 2023.
"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 distribution network will make an important contribution to this," says Ahmet Mercan, CEO of AlphaTauri.
In the spirit of expansion, AlphaTauri is determinedly expanding its distribution network in 2023 both within and outside Europe. In parallel, the company will strengthen its own e-commerce presence.
Launch Event - Fashion meets F1®
The launch event in the Appel Room of Lincoln Center - in the heart of New York City - brought together the worlds of fashion and Formula 1®. Over 300 guests from the worlds of fashion, lifestyle and motorsport accepted the invitation.
Nicki Taylor hosted the evening. Yuki Tsunoda and Nyck De Vries, the two drivers of the F1® team Scuderia AlphaTauri, also appeared at the after-show party dressed in outfits from the latest AlphaTauri collection.
About the AlphaTauri Collection
AlphaTauri presents a curated selection of the Autumn/Winter 2023 collection at the US premiere in New York, focusing on the brand's core competencies: 3D-Knit, Taurobran® and Outerwear.
AlphaTauri 3D knitwear is produced using the 3D knitting machine from the Japanese company Shima Seiki. In addition to a more sustainable approach to production, 3D knitting technology offers a variety of product and design benefits, including a seamless finish and better freedom of movement.
The outerwear presented in New York includes the iconic technical parkas "KOOV" and "KAAV". They combine more than 12 different innovations and features: from sophisticated packable systems to Taurobran® and perforations on the hood that make it easier to hear outside noise.
