Deus Ex Machina, the motorcycle shop come clothing store and cafe has been a Camperdown institution for quiet some time now. Lately, however, we've noticed a lot more Deus branded clothing popping up well outside Sydney's Inner West. It turns out that - quite unlike the custom bikes they sell - the spread of the Deus brand has been a quiet one, but they have certainly covered a lot of ground.
Their apparel appeals to the kind of guys who like a bit of authenticity in their branding. Deus clothes are grounded in the reality of a brand that also makes other things, things that go a lot faster and roar a lot louder than a teeshirt. It's a clever strategy that in a lot of ways reminds us of a luxury label. Amazing custom built motorbikes (or conceptual couture and RTW) for those that can afford it, tees, shirts and shorts (handbags and perfume) for those that can't.
This outward spread has been so successful the brand have even set down roots in Bali, where they've opened another mixed space 'Temple of Enthusiasm' that sells custom surfboards alongside its bikes, as well as fixes, coffee, art and (this is Bali after all) beer. Last month the store even hosted a surf, art and music festival christened 'Slidetober', which saw Australian talent shipped in for artist residencies, entertainments and a surfing comp. This bash was thrown in honour of the brand's first Bali birthday.
deus slidetober fest 2011 from Deus ex Machina on Vimeo.
What is appealing about Deus is they do the whole cool-boys-with-cooler-toys bit without having to resort to lowest common denominator additions like bikini babes. The Bali connection also carries the suggestion of serious apparel manufacturing chops, which holds significant wholesaling promise.
Deus are also slowly putting out feelers into the American market, and we can see their particular take on laid-back, masculine culture working well over there.