Rick Owens Makes Brushing Your Teeth a Gothic Ritual

Summary

• Rick Owens and mouth care brand Selahatin launched a capsule of four products, including toothpaste and a Handmade Horn Toothbrush
• The collaboration was born from a cheeky use of Owens’ image and is rooted in the shared philosophy of elevating daily “ritual”
• The exclusive aroma is “monochrome in spirit” and strong, featuring unconventional notes like verbena and juniper at Owens’ urging

The realm of luxury style is about to get a dramatic upgrade. Today, iconic designer Rick Owens will launch a peculiar new collaborative capsule with artisanal mouth care brand Selahatin, transforming the act of brushing your teeth into a gothic ritual.

The collaboration, born from an unlikely moment of “cheekiness,” features four unique products: Whitening Toothpaste, Mouthwash, Eau d’Extrait Oral, and a Handmade Horn Toothbrush. This unexpected partnership is rooted in the shared philosophy of elevating the essential: where Owens’ clothing alters silhouette and posture, Selahatin transforms the most ordinary acts into a rite of taste and emotion.

Owens himself initiated the project after Selahatin used his blurred image in an advertisement. He recounts, “I thought that was bold. I contacted them and complimented them on their cheekiness. I told them, ‘WE SHOULD DO A COLLABORATION!’” The designer’s admiration grew from the story of Selahatin’s founder, Kristoffer Vural, who created the brand after a stroke, aiming to magnify and make special the essential objects in his life.

Vural developed a signature Rick Owens aroma that is architectural and monochromatic in spirit, with notes of verbena, dark citrus, and a cool austerity from juniper. The scent, which Vural confessed was pushed to be stronger by Owens—“I smoke cigarettes, drink coffee and gin—I need something stronger. It’s unorthodox—but that’s the point. It’s Rick.”—is ritual stripped to essence. The products will also be available as a travel set.