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Oct 29 - Deus Ex Machina – History, Philosophy, & Iconic Products
David Shuck
October 29, 2025
Deus Ex Machina – History, Philosophy, & Iconic Products
A deep dive into Deus Ex Machina, a community focused Australian brand inspired by subcultures within the motorcycle, surf, and art scenes.
James Smith
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Approximately 0.4 seconds after visiting almost any brand website, a pop-up will prompt you to ‘join the community’, typically for 10% off your first purchase. In most cases, you’re joining a mailing list, and nothing more. ‘Community’ has become a marketing buzzword, largely due to the trailblazing brands that shone a spotlight on the power of having your customers along for the ride. Brands like Deus Ex Machina.
Deus Ex Machina (pronounced “Day-us Ex Mack-in-ah”) is a clothing label that brings together a global community of artists, itinerants, and enthusiasts through creative collective spaces that redefine retail. Born out of a love for motorcycle customization, surfing, and the arts, Deus has become a leading apparel brand with two decades in the game and counting.
Today, we’re taking a closer look at Deus Ex Machina, from its beginnings in suburban Sydney all the way to its global network of Deus Temples that champion their surroundings to build vibrant, co-creative communities.
Deus Ex Machina History & Philosophy
Deus Ex Machina was founded in 2005 by Dare Jennings & Carby Tuckwell. Dare had been in the creative industry for over thirty years, founding Phantom Textile Printers in 1974, an independent record store & label Phantom Records in 1978, and the hyper-successful Australian surfing brand, Mambo, in 1984. After selling his stake in Mambo in 2000, Dare approached fellow surfer and motorcycle enthusiast, Carby Tuckwell, with ideas for a new brand.
Vintage Phantom Records Flyers via Invaluable & Dig It Up
Both Dare and Carby shared a fascination with Japanese motorcycle customization, specifically that of the iconic Yamaha SR500. Japanese custom builders were known for customizing the relatively fundamental SR500 in all manner of ways, from sleek café racers to outlandish choppers, all with an incredible level of detail and custom parts to boot. This eclectic yet curated approach to customization became one of the founding principles of Deus. Instead of a rigid endeavor to become another hip, marketable brand, Dare & Carby would create a movement that championed the things they loved and the people who made them.
Deus Ex Machina launched its first creative collective space in November 2005. Established in the Camperdown suburb of Sydney, Dare & Carby renovated a 17,000 square foot factory to house a design studio, bespoke bike workshop, retail space, and cafe. This wasn’t a store, it was the first of Deus Ex Machina’s Temples—mixed-medium spaces that reimagine retail by offering interaction, shared experiences, and ultimately building communities.
The Camperdown space, affectionately named The House of Simple Pleasures, quickly became a cultural sanctuary for people from all walks of life to share their passions: motorcycling, surfing, apparel, art, coffee, and everything in between. Deus hosted parties, art exhibitions, and motorcycle-building showcases in its new Temple, creating waves in various scenes that could be felt well outside of Australia.
Early Deus designs via Powerhouse & eBay.
Accompanying this cultural surge was Deus Ex Machina’s line of apparel, which consisted of graphic tees, workwear-inspired garb, surfwear, and more.
Co-founder Carby Tuckwell headed up design, applying his distinctively hand-drawn art style to surf and moto imagery to create striking, contemporary designs. His Deus logo — a bold motif which could easily pass as either an old spark plug or surf wax manufacturer — adorned garments like t-shirts, coach jackets, and racing-inspired apparel.
In 2009, Deus Ex Machina opened its second Temple, this time located on the Indonesian island of Bali. The southerly locale of Canggu was the perfect fit; a coastal haven prized by the surfing community for its consistent waves. Deus opened The Temple of Enthusiasm, which soon became a focal point for surfers, motorcyclists, and the growing tourist community alike.
The laid-back yet vibrant culture created in Sydney’s House of Simple Pleasures translated to Bali perfectly, allowing Deus to contribute to Canggu’s surf, moto, and food culture. Folks visiting Canggu weren’t just falling in love with Nasi Goreng and the Balinese heat; many were falling in love with Deus, too.
Today, the Temple of Enthusiasm is Deus’s flagship location, a sprawling creative compound with motorcycle and surfboard workshops, an artist studio, restaurant, and store. The location is famous for Deus’ infamous “Tacos ‘n’ Tattuesdays”, where customers can get a 20-minute tattoo with a ~$5 taco.
Deus Ex Machina reached the USA in 2012, opening the Emporium of Postmodern Activities in Venice Beach, Los Angeles. Temples in Milan, Tokyo, Seoul, São Paulo, Ibiza, and Biarritz followed, each with their own unique experience depending on their location:
“Each space is built to reflect its surroundings – the people, the culture, the food, and the hospitality scene. For us, Deus is a living and breathing, ever-evolving expression of whatever culture it finds itself in. The Portal of Possibilities in Milan has a strong focus on food, cocktails, and the social culture that exists around after-work aperitivo in Italy. Each space is different, but share the same soul. Ultimately, they are places where people come together, hang out, share stories and hopefully leave feeling like they have had a good time.” — Carby Tuckwell, Co-founder of Deus Ex Machina.
Deus Ex Machina Today
Deus Ex Machina Harajuku
Deus Ex Machina remains headquartered in The House of Simple Pleasures, Sydney, Australia, but is now a global imprint with flagship Temples, brick-and-mortar stores, and cafes across the world. Despite those developments, co-founder Carby Tuckwell tells us that Deus strives to stay grounded in its Australian identity, wherever it may roam:
“There is a certain lack of pretension to the way Australians approach their craft – whether it’s apparel and style, coffee, the arts – but there still remains a lot of consideration around how we execute things. This has hugely influenced how we have thought about Deus and, in many ways, how the brand has launched into other markets around the world. Our goal was to maintain those things while honoring the other cultures we find ourselves in. That balance – between Deus as an Australia-founded brand, with a hugely international influence – is what we believe makes Deus quite unique.”
Deus produces expansive lines of apparel and accessories, with two seasonal collections made each year. Design inspiration comes from the myriad of cultural influences within both the Deus Ex Machina team and the communities that make their Temples so special: people, places, happenings, art, and adventures. Most products are manufactured between Asia and Europe, with limited releases of goods manufactured in the USA and Japan. An in-house sustainability manager explores ways to reduce the environmental impact of Deus’s operations by working with the company’s manufacturing partners to make informed choices around size runs, fabric selection, and waste reduction.
The Deus Ex Machina movement gives rise to an extraordinary roster of global events, with title events such as Slidetober, Swank Rally, and Deus Records happening globally throughout the calendar year. Those lucky enough to live near a Deus Temple can experience localized activations such as live music nights, chef takeovers, motorcycle workshops, and more. That being said, a simple visit to a Deus store will leave you well fed, well caffeinated, and well attired.
Collaborations
Deus Ex Machina’s growing global presence and ironclad identity have seen the brand collaborate with a host of names from across the design spectrum. From Utah’s Specter Designs to Barbour, BMW, and Gramicci, Deus’s collab portfolio is a testament to the range of cultures and design disciplines that fall under the brand’s wide umbrella.
Most recently, Deus joined forces with legendary car manufacturer MINI JCW. A fusion of high-performance automotive design and custom moto-surf culture, the collab centered around 2 special edition MINI JCWs – The Machina & The Skeg — but extended to a limited apparel and accessories collection that combined Deus’ laid-back, adventurous style with MINI JCW’s precision engineering and racing heritage. The capsule featured workwear-inspired pieces, custom graphics, and nods to both brands’ shared passion for speed, craftsmanship, and individuality.
Deus Ex Machina x BMW Custom R12
Iconic Products
Deus’s bedrock of graphic design made its address tees an instant classic. Each Deus Temple has its own address tee, featuring the Deus ‘shield’ logo on the front left chest with an expanded design on the back with the Temple’s address.
Available for $59 from Deus Ex Machina.
Workwear Jacket
A nod to classic twill work jackets worn by garage workers and hot-rod fanatics in the mid-20th century, the Deus Workwear jacket also features an appliqué of the brand’s bold shield logo up front, with a custom shop-inspired backprint ’round back. Zip closure, point collar, jetted pockets, hardy poly-cotton canvas outer – this is classic automotive style with a modern twist.
Available for $149 from Deus Ex Machina.
Pocket Board Shorts
Available for $118 from Deus Ex Machina.
Baylands Trucker Hat
Available for $34 from Deus Ex Machina.
Coach Jacket
Available for $90 from Deus Ex Machina.
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