F1 has named AlphaTauri fashion brand as its apparel supplier in a new multi-year deal with all of its staff to sport new uniform.

In a new multi-year deal announced, F1 has named AlphaTauri fashion brand as its new ‘Official Premium Fashion Apparel Supplier’ of the sport. It will see the Red Bull’s fashion brand to supply uniform to all the Formula 1 peronnel working at the circuit.

The brand was founded in 2016 and eventually made its move to F1 as a team in 2020 when Red Bull chose to re-brand Toro Rosso as AlphaTauri. The outfit has become a sister brand to the senior team than running as a junior outfit in the previous guise.

“We are very pleased to announce that AlphaTauri will be the apparel supplier to Formula 1 with their modern and stylish clothing being worn by our staff during the races,” said Stefano Domenicali. “Formula 1 is the perfect environment to develop fashion in its unique landscape of sport and entertainment.”

At the same time, Ahmet Mercan, CEO, AlphaTauri, added: “Fashion and Formula 1 have formed a fantastic symbiose for decades already. Our partnership is perfect and allows fantastic synergies as we share a common mindset. Innovation is our driving element.”

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