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. Their openness and enthusiasm strike a chord with people, wherever they are, and this week the brand makes its awaited debut at Still Life For Him in Victoria BC. 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 Ex Machina showroom/cafe/headquarters in Sydney immediately became a shrine to ‘run-what-you-brung’ resourcefulness and street-honest industrial art.
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 says simply there’s no ‘right way’ to do individualism, its all the same juice.
Hitting the racks this weekend we’ve introduced Deus Ex Machina to our Still Life For Him crew with a range of super soft, rad graphic tees, simple plaid shirting and a couple of tough as nails hoodies read to layer under denim or leather jackets – or to be worn on their own on the road to adventure.
A brand steeped in culture and creativity, hit up the Official Deus Ex Machina Blog to find out more about our newest menswear addition to the roster.