AlphaTauri
Innovation as an Enabler
Text: Lisa Hollogschwandtner. Photos: AlphaTauri
Premium Active is expanding the AlphaTauri lineup for the first time with a permanent, performance-oriented capsule collection. What strategic role does this line play in the brand's development?
Isabelle Mi-A Ko, Global Head of AlphaTauri: For AlphaTauri, Premium Active is a natural evolution of our brand; it reflects our community’s lifestyle even more strongly while also reinterpreting it. Our focus remains firmly anchored in the areas of daily wear, travel, and modern office wear. At its core, it’s about a holistic lifestyle—one that our brand ambassadors, such as Jürgen Klopp and Matthias Dandois, embody. The synergies between fashion and sports are deeply rooted in our DNA. With Premium Active, we’re bringing our technologies and design signature to products for training, sporting events, and an active everyday life.
How important is textile innovation today for positioning premium fashion in the international wholesale market?
Textile innovation is becoming increasingly important in the international premium wholesale sector. However, it is never an end in itself; rather, it gains significance in conjunction with fit and aesthetics. The look remains the primary and decisive point of entry. Technology creates real added value only when it is immediately understandable and functions without complexity. At our core lies a clear philosophy: innovation as an enabler, not as an end in itself.
Premium Active is clearly geared toward a day-to-night lifestyle. Have you noticed a growing demand for hybrid wardrobe concepts in retail?
Demand for hybrid wardrobe concepts that combine work, travel, and performance is growing noticeably in the retail sector. At the same time, this approach is still in its developmental phase: Products are no longer assigned exclusively to traditional sports or performance sections, but are instead showcased in contemporary sections as part of a holistic approach to lifestyle. This fall, we will be implementing exciting concepts in this area from Germany to Spain.
