We got a hint that Deus Ex Machina were a pretty special brand when a couple of months ago their brand book turned up at Urban Industry. This hefty tome was no ordinary brand book; in place of your boring linesheets we got a hardback 252 page ode to everything Deus embodies – motorbikes, surfing and skateboarding. We had never heard of the brand before but were impressed by their offerings, coming across as mix between brands such as Comune, Brixton and The Quiet Life.
In their own words – “Deus ex Machina (god from the machine) roared into Australia’s cultural consciousness in 2006, with some neatly customised 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. Our openness and enthusiasm strike a chord with people, wherever they are…”. With locations in their native Australia, as well as Bali and America, Deus have definitely carved out a niche for themselves. We here at Urban Industry are delighted to be one of only a handful of UK stockists of the brand.
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, its all the same juice.