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Deus ex Machina (god from the machine) roared into Australia’s cultural consciousness in 2006, with some neatly customised motorcycles and a quaintnotion that doing something is more fun than just owning something. Deus ex Machina is a step bigger than a brand: it’s a culture. Our 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. 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 ex Machina says simply there’s no ‘right way’ to do individualism, it’s all the same juice.