Fragrance house

Str8

STR8 was launched in 1998 as an own brand of Greece’s Sarantis Group, which remains its corporate owner. Identified with Greece and situated within Sarantis’s personal-care portfolio, the brand centers on men’s fragrance, modern masculinity and direct self-expression, expressed in the motto “Spray Your Truth.” Its Eau de Toilette’s distinctive tin-box packaging has served as a trademark from the beginning through the present. In May 2017, Sarantis began a five-year global advertising partnership with Giannis Antetokounmpo, aligning STR8’s public message with ambition, perseverance and self-directed achievement. In 2019, the brand repositioned its visual and verbal identity around “Go for Great,” introduced an all-black tin design and launched Rise in association with Antetokounmpo; it also launched officially in China on August 29 that year, following its Philippine launch in 2018. In 2022, the HU-MAN UP campaign expanded STR8’s public identity toward respect, gender equality, rejection of gender-based violence and opposition to toxic behavior associated with masculinity.