Watch: Deus Is More Than Just Motorcycle Enthusiasts
A look behind the scenes at what started out as two hoists in Western Sydney.
Deus Ex Machina started off in 2005 how most brands begin; small, bespoke and brainstormed by a few individuals looking to pursue projects which pique their creative passions.
SurfStitch’s ‘Behind The Brand’ gives you a slight peek behind the scenes of some of surfing’s most loved – this time it’s Deus.
For most, the entry into the surf apparel market is short-lived and unsuccessful, fortunately for Deus, their venture into the big bad land of surf associated biz has been more prosperous than most as their creative minds certainly weren’t lacking in experience.
Carby Tuckwell alongside Dare Jennings (the co-founder of Australian icon Mambo) started Deus off aspiring to partake in what they most enjoyed without boundaries – primarily motorcycles and surfing. The brand started as two hoists in a small warehouse in Camperdown, Sydney, and has now expanded to an additional four stores around the globe : Tokyo, Milan, Bali and Venice.
Often it’s hard to see a brand for more than a logo or design printed on a meaningless piece of clothing designed to drive a profit. And while being profitable is always a goal, it’s nice to see a company built from people who are truly passionate about what they’re doing and working towards.
You can watch the clip above, or if you’re closeby, pop into one of their stores for a coffee and a firsthand masterclass in how to pronounce the peculiar Latin phrase that is Deus Ex Machina.
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