Designer Dentistry?

Designer Dentistry has a whole new meaning.

When we think of designer dentistry, we think of the bright white and perfectly straight smiles. Smiles that are  customised and designed by patients and their dentists with extreme precision. Now, streetwear fashion brands are giving designer dentistry a whole new meaning.

As an International Fashion Branding student, I’ve seen many collaborations between designers and brands. Take Kenzo and Evian Water or Coca-Cola and Adidas, for example. But I never thought I’d see the day when fashion brands would be putting their logo onto dental products.

Enter street wear and designer collaboration giant, Supreme.

Supreme, if you’re unfamiliar, is probably one of the most relevant and popular brands among twenty somethings all around the world. Spotted on the likes of Justin Bieber, Kanye West, Kylie Jenner and even Madonna, the brand is growing increasingly popular. Supreme’s USP is that their products are extremely limited in supply but have an insanely high demand. It is not unusual for full collections to be snapped up within minutes.

After successful collaborations with fashion favourites Comme des Garçons and Louis Vuitton among others, Supreme released their highly anticipated Fall/Winter 2017 collection.

With it, they promised to give customers a ‘unique gift’ as they do every year. In releases gone by, Supreme have given away branded Post-it notes, tote bags, pens, stickers and bouncy balls. This year, the mysterious gift was unseen by fans prior to the collection’s release day. What did the gift turn out to be?


A simple red manual toothbrush in a branded Supreme toothbrush case.

Think, the type of toothbrush and toothbrush case you’d get on a long haul flight and otherwise probably not use. The type of toothbrush you’d buy if you forgot yours while away on a trip. Think, cheap and flimsy.

But it has the logo on it, so it must be good, right?

Well, these toothbrushes are now one of the most wanted items on reselling sites such as eBay and Depop. The toothbrush and case probably cost less than a dollar to make at best and the average re-selling prices sits at around £35 ($44) with some sellers wanting as much as £65 ($83).

This isn’t the first time Supreme has put their name on dental products.

In previous years the brand has put their logo on boxes of tea tree infused tooth picks and sold them for around £23 ($30) for a box of 100. Again a product that costs very little to produce becoming a collectable designer item.

In true Supreme style, supply was very limited and people fought to get their hands on, well, toothpicks…


This truly takes designer dentistry to a whole new level.

We’re not sure why the demand for a manual toothbrush in a case or a box of toothpicks is so high. What we do know is that if Supreme put their branding on a product, people will queue in their hundreds to get in on the action.

So what’s next? Supreme X Colgate Toothpaste? Or maybe Supreme X Oral B floss? We really wouldn’t be surprised.

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