Rick Owens is launching a collaboration with the oral care brand Selahatin. The collection includes four products: a whitening toothpaste, a mouthwash, an oral spray, and a handmade horn toothbrush. They will also be available as a travel set.

The collaboration is framed around the idea of ritual. Selahatin focuses on elevating the intimate, private act of mouth care into a meaningful ceremony. Rick Owens extends this idea into the public sphere through clothing that acts as a ceremonial uniform.

Owens explained the origin of the project. He had mentioned in a magazine that he used Selahatin toothpaste because he liked their font. Later, he saw the brand use his quote in an ad. He contacted them to compliment their approach, which led to the collaboration.

Selahatin was founded by Kristoffer Vural after a stroke altered his perception, causing scents and tastes to appear as colors. This synesthetic experience became the foundation for the brand’s aromatic products.

For this project, Vural created a signature aroma for Rick Owens. The scent combines verbena, Madagascar vanilla, and Sichuan pepper at the top, with juniper, dark citrus, and rosemary at the heart, and a base of black pepper and peppermint. Owens encouraged a strong, unorthodox profile to match his personal habits. The horn toothbrush handle is made from a natural, biodegradable material that upcycles waste from the meat industry.

Check it out below: