AlphaTauri, the premium fashion brand created by Red Bull, will open its first-ever pop-up store on the first floor of the Men's Building at Isetan Shinjuku from October 5th to October 18th, 2022. On October 5th, the first day of the pop-up store's opening, Pierre Gasly and Yuki Tsunoda, drivers for Scuderia AlphaTauri, the Formula 1 team for which the brand is the main sponsor, visited the store wearing AlphaTauri's 2022 Fall/Winter collection.

Pierre Gasly (left), Yuki Tsunoda (right)
The drivers, who came to Japan to compete in the Formula 1 Japanese Grand Prix, which was held for the first time in three years from October 7th, were in a relaxed state, unlike the stern expressions they usually show at race venues, as they introduced AlphaTauri products to customers who had come to shop and posed for commemorative photos with them.

Featuring the brand's cutting-edge fabric technology and smart design, the AlphaTauri pop-up store will allow visitors to fully enjoy the unique combination of functionality and design. The brand carries the Fall/Winter 2022 collection, which combines progressive innovation with fashionable design, while also placing a strong emphasis on comfort. During the period when the pop-up store is open at Isetan Men's Building, the Fall/Winter 2022 collection will also be available for purchase at the Isetan Mitsukoshi Online Store.
In addition, a pop-up store will be open again at the Isetan Haneda Store at Haneda Airport from October 26th to December 6th.





AlphaTauri has been experiencing strong sales in Japan through its online store, AlphaTauri.com, since May 2021. The opening of this pop-up store marks further progress for the premium fashion brand as it seeks to further penetrate the Japanese market.

Pop-up Store Venue

AlphaTauriCEOAhmetMercan said: "Following our successful launch in Japan in 2021, we are thrilled to mark a new chapter by launching a collaboration with a leading local retail partner. The timing of the brand's first-ever pop-up store, which coincides with the Japanese Grand Prix, could not have been more perfect."

About the Scuderia AlphaTauri F1 Team:
Scuderia AlphaTauri is a racing team based in Faenza, Italy, affiliated with Red Bull, and has been competing in F1 since 2020. The team was formed after a name change and relaunch from its predecessor, Scuderia Toro Rosso. The team is headed by Franz Tost. The team name and brand name, "AlphaTauri," are derived from the star Aldebaran (scientific name: Alpha Tauri) in the constellation Taurus.

About the AlphaTauriFall/Winter 2022 Collection:
The Fall/Winter 2022 collection is titled "The Futuristic Acoustics." This season, organic shapes and rounded lines meet silver-toned details, all-over logos, and technical materials. New material combinations, new silhouettes, new prints, special embellishments, zippers, and details create fashionable accents. Carefully coordinated pieces maximize mix-and-match possibilities. TauroBlanc® technology and 3D knit fabrics ensure superior functionality. The Fall/Winter 2022 color palette evokes a stroll through a deep winter forest: white and green, brown and black, sky and dark blue, and red berry tones.



Major Products


Packable Waterproof Taurobran(R) Parka
122,500 yen



Wool blazer with PrimaLoft® padding
¥106,000


PrimaLoft® padded maxi coat
¥114,500



Packable waterproof Tauroburan® parka
¥147,000



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


About AlphaTauri:
AlphaTauri is Red Bull's premium fashion brand. Since its launch in 2016, it has been exploring new directions in the fashion industry. It combines textile innovation with design and luxury materials. It collaborates with renowned experts from around the world to co-develop cutting-edge technologies. The AlphaTauri collection is available in its own stores in Salzburg, Graz, Vienna and London (from November 22nd), as well as at retailers across Europe, Turkey and Qatar and on its website (alphatauri.com).
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