With brand diversification the name of the game and even Ferrari entering the clothing market last year with a fashion show in their factory in Maranello, AlphaTauri tries to get a foot in the fashion door via Pitti. The brand has slowly started to grow in the German speaking market and is now ready to think more global. Fabric research driven outerwear with 3D knit ease as foundation, AlphaTauri sees itself as a visionary fashion enterprise, which has already opened freestanding shops in Salzburg, Graz and Vienna. Salzburg is Red Bull’s home turf where the company has turned a former army barrack into its modern international headquarter with event space and light filled showroom. The store in Vienna, launch pad to the East and its affluent clientele from Hungary to Russia will be followed by one in London’s Knightsbridge.