35 Years In, Sacoor Brothers Just Hit Refresh
After three and a half decades of timeless tailoring and sharp silhouettes, Sacoor Brothers is tearing up the rulebook. The Portuguese fashion house, known for its refined menswear and polished retail presence, is stepping into a bold new era with a rebrand that signals far more than just a new logo. This isn’t just a facelift—it’s a full-blown evolution.
Sandra Silva, Co-CEO of Sacoor Brothers Portugal, calls the shift “a pivotal moment for the brand,” pointing out that this isn’t just about aesthetics—it’s about redefining how Sacoor engages with its audience in a global landscape that refuses to sit still.
“This evolution is not only visual — it reflects a deeper redefinition of how we engage with our customers in an ever-evolving global market. This new identity reaffirms our commitment to continuous innovation, attention to detail in every piece, and unparalleled customer service, which are all distinctive elements of Sacoor Brothers,” she says.
New Look, Same Soul
The rebrand brings a revitalised logo and tagline—“The Luxury of Being You”—with the kind of finesse that only a brand with 35 years of credibility could pull off. The refreshed logo reimagines its iconic Greyhound symbol with sleeker lines and dynamic curves, while the typography now leans bolder and more modern, echoing the brand’s contemporary edge without losing its elegance.
To visually mark this new chapter, Sacoor Brothers is leaning into a creative reinterpretation of its signature Greyhound. Expect to see it as a tennis ball (a nod to the brand’s sponsorship of the Millennium Estoril Open), worked into Portugal’s unmistakable azulejo tiles, embroidered in vibrant thread, floating among clouds, mapped over Lisbon, or rendered as a leather football—a reference to the brand’s long-standing love affair with the beautiful game and its role as sponsor of F.C. Barcelona and the Portuguese Football Federation.
From Lisbon’s Streets to the World Stage
Sacoor Brothers may have started as a humble menswear boutique in Lisbon, founded by four brothers with big dreams, but today it’s a global player. With boutiques across Europe, the Middle East, and Asia, and a client list that reads like a red carpet—Patrick Dempsey, Irina Shayk, Cristiano Ronaldo, and the Portugal national football team—it’s clear that the brand’s reputation for craftsmanship and service has travelled far.
Still, despite the global expansion and celebrity endorsements, Sacoor hasn’t lost sight of its roots. The rebrand is just as much about honouring where it came from as it is about pushing forward.
The Luxury of Being You
The campaign tagline is more than aspirational fluff—it’s a statement of intent. “The Luxury of Being You” is a rallying cry for individuality and authenticity in an increasingly homogenised world.
“The Luxury of Being You' is more than a tagline — it’s an invitation and a celebration of individuality and authenticity,” says Hugo Carriço, Sacoor Brothers CEO SEA.
And this philosophy is set to come alive in-store. Think personalised shopping experiences, tailored embroidery, custom gift wrapping—the kind of considered luxury that’s less about flexing and more about fine-tuning style to reflect who you are.
2025 and Beyond: What’s Next?
Sacoor Brothers isn’t slowing down. The rebrand lays the foundation for a string of upcoming rollouts:
Boutique Overhauls: Expect select stores to be redesigned with a sleek, modern aesthetic that still whispers luxury.
Next-Level Personalisation: From monograms to bespoke packaging, the customer experience is about to get a lot more intimate.
Accessory Expansion: A new collection of accessories is in the works, designed to complement the brand’s wardrobe staples and sharpen your entire look.
As Sacoor Brothers marches into its 35th year, one thing’s clear: heritage is still the backbone, but evolution is the game plan. This is a brand that knows exactly who it is—and is unafraid to show it.
Catch the new vibe at one of their boutiques, now open at Suria KLCC, Pavilion KL, The Gardens Mall, Bangsar Village 2, IOI City Mall Putrajaya, LaLaport BBCC, The Exchange TRX, Gurney Plaza Penang, and Imago Shopping Mall Kota Kinabalu.
