AlphaTauri Is the Future of Hi-Tech Menswear

Dan Choppen
·2-min read
Photo credit: AlphaTauri
Photo credit: AlphaTauri

From Esquire

In recent seasons, menswear has cosied up to the idea of hi-tech fashion: pieces that not only look good, but work good, with fabrication technology specially devised to brave extreme conditions and environments the average guy will (probably) never find himself in.

But what of moderately extreme conditions? If a coat can withstand the plummeting mercury of a Himalayan peak, then it's more than equipped to deal with a wet British winter. AlphaTauri is doubling down on this, ushering in a new phase of hi-tech menswear with an advanced, innovative strain of fashion technology that blends premium materials with a genuinely unique aesthetic.

Photo credit: AlphaTauri
Photo credit: AlphaTauri

Its A/W '21 show was presented at the unique AlphaTauri exhibition area. Set against the picturesque Austrian landscape with an illuminated raised glass floor, the space showcases the futuristic and visionary aesthetic the brand holds dear. The space, designed and implemented by the Studio Riebenbauer team, is well-lit, and steely and glassy, a cross between a Tesla showroom and a Brooklyn design loft.

Much like the Red Bull racing team it is affiliated with, the AlphaTauri textiles department always looks for ways to advance and improve an already impressive offering using haptics and new colourways.

With this season's collection, the first directed by head of design Mi-Kyong Yeom, the A/W '21 fashion presentation showed a clear focus on outerwear, 3D knitwear and trousers. Although the colour palette was, on its surface, a little muted, pops of colour like bright 'sunset yellow' and 'blue lagoon' were used in tartan puffer jackets and checked merino cashmeres, a lighter lift to autumnal shades elsewhere.

There was lightweight, minimal tailoring constructed from technical fabrics that came in a clever packable design: a product of AlphaTauri's 'travel system' that allows pieces to be folded down quickly and efficiently for ease of travel. The coats and blazers were clean, appearing in monochrome and neutrals with water-repellant technology applied to blazers. Nailing the smart-casual office code is difficult, but AlphaTauri comes remarkably close to doing so.

AlphaTauri are taking staple pieces of menswear, and redesigning them with an innovative approach. New patented fabrics like Taurobran, a soft, breathable and waterproof jersey, is one example of this. Heading up a brand hungry for exploring corners untouched, Yeom is poised for great(er) things. Red Bull is not a conventional fashion house, and yet it's already surpassing conventional fashion design.

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