God Is In The Machine

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March 21, 2006

Deus-Ex-Machina Do you love the skids? Then fly by the pants of your seat to www.deusexmachina.com.au

Deus ex Machina is a completely different kind of motorcycle company. That is, a motorcycle company without the “bad boy” posturing and mindless clichés– just pure passion welded to the joyous act of participation.

Latin for “God is in the machine”, the name Deus ex Machina encapsulates the admiration that its founders have for the applied marriage of industrial and motorcycle design. While focusing on the supply of classic motorcycles, parts and accessories, Deus promotes and celebrates the custom motorcycle culture that first appeared in Europe and America in the 1940s and which has recently been revived by groups of young enthusiasts in countries such as Japan.

Deus is the brainchild of a group of passionate and dedicated Australian motorcycle enthusiasts including Dare Jennings, founder of MAMBO www.mambo.com.au, the iconic surf and streetwear label that has that has prospered globally since its launch in Australia, in 1984. Remembering the 70’s when surfing and motorcycles were joined at the hip (think the classic film “On Any Sunday”), Dare now feels it’s time to reunite the two cultures.

The Deus team are united in their belief that motorcycling has been hijacked by corporate marketing forces and their desire to introduce a new generation of rider to that same pure enthusiasm that kick-started their own love of motorcycling. Deus is a place where this passion is tangible and the ethos of “corporate-design-by-committee” and “we-have-no-idea-so-let’s-do-market-research”, are missing. They sell a product that is “timeless” rather than disposable. A bike that can be stripped and put back together on the kitchen table and even passed on to another generation– instead of a bike that can only be tuned by computer and not last long enough to hand on to anyone.

Contributed by Morgwn