Str8
Spray your Truth.
Str8 is a men's fragrance brand launched in 1998 by Sarantis Group, the Greek consumer goods conglomerate founded in Constantinople in 1930 and now headquartered in Athens. The brand was built around the concept of authentic masculine self-expression — direct, confident, and uncomplicated — captured in the motto Spray Your Truth. Str8 quickly became the leading fragrance brand for men in Greece and developed a strong following across Eastern Europe, where Sarantis has a broad retail footprint. The product signature is the distinctive tin box packaging for its Eau de Toilette range, a format that has served as the brand's trademark since its inception and makes it instantly recognisable on shelf. Fragrance profiles tend toward fresh, sporty, and woody accords aimed at everyday use, with newer releases drawing on contemporary masculine trends. Str8 operates with the value proposition of accessible quality at a mainstream price point, and collaborations including Giannis Antetokounmpo-inspired releases have kept the brand culturally visible in its key markets.
DNA over time
Each column is an era. Each colored band shows that family’s share of accord weight across every perfume the house released in that window. Bigger band = the house leaned harder on that family.
