Jono Castano is no stranger to transformation. As the go-to trainer for A-listers and pro athletes, he’s built a global reputation turning bodies into weapons. Now, he’s turning heads for a different reason — with the launch of his debut fragrance, 333 Cologne by Jono Castano.
It’s not every day a fitness guru makes the leap from sweat to scent. But Castano isn’t just dipping a toe in the grooming game. Teaming up with New Zealand fashion and fragrance designer Jakob Carter — the nose behind cult scents like Nightfall and Rebel — the pair have created a 333 cologne, a scent designed to stand out in a crowd and stay on the skin long after last drinks.
What does 333 Cologne smell like?
Forget sugary, synthetic sprays from a supermarket shelf. 333 cologne is dry, masculine, and built for impact. It opens with a confident hit of saffron — sharp and bold — before mellowing into smoky layers of rose damas, oud (a fragrant, dark, and resinous wood that is extracted from the Aquilaria tree), patchouli, and vetiver. The dry down? A brooding mix of sandalwood, labdanum, amber and something a little raw, if you know what we mean. It’s earthy, sexy, and unapologetically grown-up.
“Fragrance is like fitness,” Castano says. “It’s personal. It’s about confidence. You wear it for you first.”
Why now?
Castano says his years in the gym and in front of the camera taught him that personal style isn’t just about what you wear — it’s about how you move, how you smell, how you carry yourself. Launching a scent felt like the natural next step.
The name? 333 is a personal one. “It’s about alignment,” he says. “Mind, body, and now… scent.”
Jakob Carter, whose design aesthetic leans sustainable and expressive, co-developed the formula. The pair reportedly worked on the concept for over a year — a blend of Castano’s public presence and Carter’s behind-the-scenes mastery of olfactory storytelling.
The Details
- Fragrance: 333 by Jono Castano
- Price: $89 AUD
- Available: Exclusively at jakobcarter.com
Big-name stockists are tipped to come on board soon. So if you’re the type who likes to get in early — like Jono does with his workouts — now’s the time to pull the trigger.
