Deus ex Machina (god from the machine) roared into Australia’s cultural consciousness in 2006 with some neatly customized motorcycles and a quaint notion that doing something is more fun than just owning something. Deus ex Machina is a step bigger than a brand: it’s a culture. Their openness and enthusiasm strike a chord with people, wherever they are . . . Deus (“day-us”) didn’t set out only to sell custom parts and hand- built motorcycles, but to celebrate a culture of creativity.
The Deus philosophy recalls an era before the various pursuits of fun—motorcycling, surfing, skateboarding, whatever—were marketed into fundamentalist factions. All are welcomed under the Deus roof, where there’s simply respect for the honesty and enjoyment of the machine. Inclusiveness, authenticity, enthusiasm. It’s a simple and sincere pitch that has winged Deus ex Machina across the world. Deus ex Machina says simply there’s no ‘right way’ to do individualism, it’s all the same juice.
Deus branded goods encompass tops, bottoms, outerwear, and accessories, all of which help to spread the brand’s flavor of internally combustible postmodernism around the globe. Deus products have the provenance in the pursuits of a Deus enthusiast, no overdesign just simple, quality products made to complement the lives of their customers.