Deus Ex Machina
Deus roared into Australia’s consciousness in 2006, with some elegant customised motorcycles and a old-time notion that doing something is more fun than just having something.
The Deus Ex Machina (god from the machine) philosophy recalls an era before the various pursuits of fun – motorcycling, surfing, skateboarding, whatever – were marketed into fundamentalist cliques. All are welcome under the Deus roof, where there’s simply respect for the enjoyment and honesty of the machine. Inclusiveness, legitimacy, enthusiasm. It’s a simple and heartfelt pitch that has propelled Deus across the world. Deus says simply there’s no ‘right way’ to do individualism, its all the same juice.