Selahatin x Rick Owens: The Anatomy of a Ritual
Written by Natalia Muntean
In the space where private ritual meets public identity, Selahatin and Rick Owens have created an alliance of essence. This collaboration, born from a bold Instagram ad, evolved into an 18-month journey to distil discipline into flavour, and ceremony into form.
The result is more than a product line; it’s a sensory bridge between two worlds that speak the same refined language. Every object was designed to transform the daily routine into an intentional act. Guided by the principle of “monochrome” complexity, the team developed a signature aroma that holds opposites in quiet tension – black pepper against vanilla, sharp citrus against cool rosemary.
Selahatin founder Kristoffer Vural discusses this intriguing collaboration.
Natalia Muntean: The intention was to develop a “monochrome” yet complex signature aroma for the collaboration with Rick Owens, “unorthodox” even. Can you walk us through the creative process of blending the elements to create a scent that harmonises both Selahatin’s and Rick Owens’ visionary worlds?
Kristoffer Vural: We began with one idea: a monochrome flavour. Both worlds already speak that language – disciplined, refined, and a little severe. The process was intuitive. We kept shaping it until it felt like Rick – sharp lines, quiet tension, opposites balanced just enough to hold. It tastes like his universe, but it’s still unmistakably Selahatin. It’s a new way to experience his world – through flavour.
NM: Ritual is described as the core bridge of this collaboration. How did this shared philosophy shape the design and function of each product, moving from concept into physical form?
KV: We didn’t start with a strategy – we started with the ritual itself. What do you touch? What do you taste? What do you want to have in your mouth? The decisions became intuitive: materials, shape, flavour – everything needed to feel sharp, disciplined, and worth returning to.
NM: How long did the development process take from the initial concept to the final products, and what was the most challenging aspect to perfect?
KV: The development took about 18 months – shaping something simple well is always hard. The horn toothbrush demanded incredible precision, and getting the flavour right was its own challenge. There’s a tension between strength and nuance: the fresher it gets, the less of a journey you allow. We kept refining until those opposites held each other in place, and before we were done, we had made over 150 iterations.
NM: How did you ensure the collaboration felt like an authentic extension of both brands, rather than a simple co-branding exercise?
KV: Authenticity comes from alignment, not logos. Rick and Selahatin already share a discipline in how we approach the everyday – refined, minimal, and built with care. That’s why it feels natural. We didn’t force a connection; we revealed it.
NM: For both you and Rick Owens, personal journeys of recovery and essence are mentioned. How did those deeply personal narratives become the foundation for a collaborative project meant for a wider audience?
KV: Personal stories shape the work, but we don’t need to explain them. What matters is that the result feels true – and people can sense that when they use it.
NM: This collection elevates daily routines into devoted ceremonies. Do you see this collaboration as a statement on the evolving role of luxury and mindfulness in everyday life?
KV: Yes. Luxury is shifting toward the things we touch every day. If a small ritual can bring clarity in a noisy world, that feels like a step forward.
NM: Where do you see the future of such ritual-focused products heading?
KV: Toward simplicity. Toward things that feel honest and close to us. The future of ritual is making the everyday worth paying attention to.
