DEUS EX MACHINA
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… Deus 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. Deus ex Machina says simply there’s no ‘right way’ to do individualism, its all the same juice. Since opening the doors at the Camperdown Temple of Enthusiasm Deus has spread its own flavour of internally combustible postmodernism around the globe. The way forward is one down, four up.