4 April 2019

AlphaTauri presents 3D-Knit-Lab with interactive knitting machines for custom-made seamless fashion pieces at the department store KaDeWe in Berlin

After the development of the brand's own material Taurex® in collaboration with Schoeller Textil AG (details), the 3D-Knit-Lab is the next step into the future of fashion by Red Bull's clothing label 'AlphaTauri'; this time, the label incorporates interactivity into the production (keywords: on-demand, made-to-measure) and shopping experience.

Yesterday, Red Bull's clothing label 'AlphaTauri' (founded 2016) opened the 3D-Knit-Lab pop-up (until 20 April) at the department store KaDeWe (Kaufhaus des Westens) in Berlin. On occasion of the 3D-Knit-Lab premiere, the brand presented exclusively at KaDeWe an own capsule collection available in 14 color combinations for custom-made fashion pieces. Seamless 3D knitwear is already available at the AlphaTauri website in two basic colors (navy, khaki) for men and women. At KaDeWe, guests can choose between a wide range of colors from bright yellow, pink to muted tones like grays for tailored knit sweaters made of cashmere/merino yarns for color-block designs or uni-colored pieces with additional personalization options such as own writings.

"The 3D-Knit Design Lab combines the online with the offline world. The future will not be purely digital: it's about bringing the worlds together and harnessing the power of 3D-technology and innovative tools to create added value for the consumer," says Ahmet Mercan, General Manager of AlphaTauri & Head of Global Consumer Products Red Bull, about the project.

fig.: The image shows Berlin-based influencer Masha Sedgwick standing at the 3D-Wholegarment knitting machines by Japanese company Shima Seiki during the opening of the KaDeWe X AlphaTauri 3D-Knit-Lab at KaDeWe on 3 April 2019 in Berlin, Germany. Photo by Franziska Krug/Getty Images for KaDeWe; © 2019 Franziska Krug.

More insights into the opening of the AlphaTauri 3D-Knit-Lab at KaDeWe with around 300 invited guests from film, sport and media were published by KaDeWe today. (Facebook post embedded below.)