Rick Owens Transforms Tooth Brushing into a Gothic Ceremony

Rick Owens and the oral care business Selahatin introduced a capsule collection of four products, including toothpaste and a handcrafted horn toothbrush.

Rick Owens Corps

The domain of luxury fashion is poised for a significant enhancement. Today, renowned designer Rick Owens will unveil an unusual collaborative capsule with the artisanal oral care business Selahatin, converting the act of tooth brushing into a gothic ritual.

The cooperation, originating from an unexpected instance of “cheekiness,” includes four distinct products: Whitening Toothpaste, Mouthwash, Eau d’Extrait Oral, and a Handmade Horn Toothbrush. This unforeseen collaboration is founded on a mutual idea of enhancing the fundamental: whereas Owens’ garments modify silhouette and stance, Selahatin elevates mundane actions into a celebration of taste and sentiment.

Rick Owens Corps

Owens himself commenced the effort following Selahatin's utilisation of his obscured image in an advertising. He states, “I considered that audacious.” I reached out to them and praised their audacity. I proposed, ‘WE SHOULD ENGAGE IN A COLLABORATION!’” The designer's appreciation sprang from the narrative of Selahatin's founder, Kristoffer Vural, who established the company following a stroke, with the intention of elevating and distinguishing the fundamental things in his life.

Vural created a distinctive Rick Owens fragrance characterised by an architectural and monochromatic essence, featuring notes of verbena, dark citrus, and a refreshing austerity from juniper. Vural admitted that Owens insisted for a more potent fragrance, stating, “I smoke cigarettes, drink coffee and gin—I need something stronger. It’s unorthodox—but that’s the point. It’s Rick.” —is ritual distilled to its core. The products will additionally be offered in a travel kit.