Red Bull’s “Alpha Tauri” will hold the brand’s first pop-up at Isetan Men’s | FASHION | FASHION HEADLINE

Red Bull’s premium fashion brand AlphaTauri will open its first pop-up store on the 1st floor of the Isetan Shinjuku Men’s Building from October 5th to October 18th, 2022. On October 5, the first day of the opening of this memorable pop-up store, Pierre Guthrie and Yuki Tsunoda, drivers of Scuderia AlphaTauri, the Formula 1 team sponsored by the brand, will present AlphaTauri’s 2022 Fall/Winter collection. I came to the wedding venue.

Pierre Gasly (left), Yuki Tsunoda (right)
The drivers who came to Japan to participate in the Formula 1 Japan Grand Prix, which was held for the first time in three years from October 7th, were customers who went shopping in a relaxed manner, unlike the stern expressions they usually show at race venues. Introduced AlphaTauri products and took a commemorative photo with them.

Featuring the brand’s cutting-edge fabric technology and sleek design, the AlphaTauri pop-up store will let visitors fully immerse themselves in the unique combination of functionality and design. The Fall/Winter 2022 collection combines progressive innovation with fashionable design, while at the same time focusing on comfort. During the period when the pop-up store is open at the Isetan Men’s Building, the Fall / Winter 2022 collection can also be purchased at the Isetan Mitsukoshi online store.
Also, from October 26th to December 6th, the pop-up store will open again at the Isetan Haneda store at Haneda Airport.

Place: Isetan Shinjuku Men’s Building 1F Promotion
3-14-1 Shinjuku, Shinjuku-ku, Tokyo 160-0022
Period: Wednesday, October 5, 2022 to Tuesday, October 18, 2022
Business hours: 10:00 am to 8:00 pm
Main products sold: Coats, jackets, blousons, pants, cut-and-sews, knitwear, etc.
Central price range: 11,500 to 147,000 yen

Location: Isetan Haneda Store
Period: Wednesday, October 26, 2022 to Tuesday, November 15, 2022 (Men’s, Terminal 2)
November 16th (Wednesday) – December 6th (Tuesday), 2022 (Men’s, Ladies’, Terminal 1)
Business hours: 8:00 am to 7:00 pm
Main products for sale: Coats, jackets, blousons, pants, cut-and-sews, knitwear, accessories, women’s products (handled only at Terminal 1)
Central price range: 9,500 yen to 147,000 yen

*Currently, we are operating with shortened hours. Please check the website for the latest business hours.;jsessionid=2F45724227BE5285BFFA0F1BCDF77F4C

Mitsukoshi Isetan online store is here.

In Japan, AlphaTauri has been selling well through online since May 2021, but the opening of this pop-up store is a great opportunity for this premium fashion brand, which aims to further penetrate the Japanese market. It was an event that marked further progress.

Pop-up store venue

Alpha TauriCEO’sAhmet・Mercansaid:
“Following the successful landing in Japan in 2021, we are very happy to be able to open a new chapter by starting a collaboration with a leading local retail partner this time. The first pop-up for the brand. The opening of the store coincided with the F1 Japan Grand Prix, and we could not have thought of a better timing.”

Scuderia AlphaTauriAbout the F1 team:
Scuderia AlphaTauri is a racing team under the Red Bull umbrella based in Faenza, Italy, and has been participating in F1 since 2020. It is a team that was born after changing the name of its predecessor, Scuderia Toro Rosso, and renewing it. Team principal Franz Tost. The team name and brand name “AlphaTauri” is derived from the star Aldebaran (scientific name: Alpha Tauri) in the constellation Taurus.

Alpha TauriAbout the Fall/Winter 2022 Collection :
The Fall/Winter 2022 collection is named “The Futuristic Acoustics”. This season, organic shapes and rounded lines meet silver-tone details, all-over logos and technical fabrics. New material combinations, new silhouettes, new prints, special embellishments, zippers and details form fashionable accents. Carefully coordinated collection pieces maximize the possibilities of combinations. Tauroblan(R) technology and 3D knit fabrics ensure superior functionality. The Fall/Winter 2022 color palette is inspired by a walk through a deep winter forest, with tones of white and green, brown and black, sky blue and dark blue, and red berries.

Main products for sale

Packable Waterproof Taurobran(R) Hoodie
122,500 yen

Wool blazer with PrimaLoft(R) padding
106,000 yen

PrimaLoft(R) Padded Maxi Coat
114,500 yen

Packable waterproof Tauroburan(R) hoodie
147,000 yen

Seamless 3D Knit Mock Neck Sweater
44,000 yen
*All prices include tax.

About AlphaTauri:
AlphaTauri is Red Bull’s premium fashion brand, and since its birth in 2016, it has continued to explore new directions in the fashion industry. We offer design and luxury materials combined with textile innovation. In the joint development of the latest technology, we practice collaboration with prominent experts around the world. The AlphaTauri collection is available in Salzburg, Graz, Vienna and London (from 22nd November), as well as through retailers across Europe, Turkey and Qatar, as well as on the website (
@alphatauri #fitsbodyadmind

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