Deus ex Machina 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 is a step bigger than a brand: it’s a culture. It’s philosophy recalls an era before the various pursuits of fun – motorcycle, surf, skateboard – were marketed into fundamentalist factions. Their hats, men’s clothing and other accessories have become a status symbol amongst extreme sport enthusiasts.