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Deus ex Machina translates to English as ‘God from the Machine’, which established itself in Australia in 2006 as a brand that customised motorcycles with a feel that felt right for the brand. Deus (pronounce it ‘day-us’) was never only about motorcycles themselves, and was never only about fixing or customising and moving on. Deus intended from its outset to be more than a stop-in; it planned to develop a culture that people would adopt for life. The construction of the Deus cafe and showroom at Deus HQ in Sydney, Australia was not built just to enjoy coffee in – it is a monument to all that matters to the brand around uniting the culture of resourcefulness and art. Deus is about a number of philosophies that emphasise the importance of inclusivity, the authentic, and earnest enthusiasm. For Deus, individuality shouldn’t be dictated to by any brand, not even Deus itself. Deus supports that there is no correct way in order to achieve individuality, and by extension the brand and its apparel is representative of freedom.