Deus Ex Machina which translates as (god from the machine.) Is one good example of a new breed of brand, a group of like minded people with passion, determination and idea's they believe in. Not a corporate machine utilising sweat shops and pumping out greasy toxins into the atmosphere. Oh no, Deus originate from the Australian surf / motorcycle world (they even build their own special custom bikes and boards.) and hold a world view that’s expressed through the store’s wares, environment, events, and social outreach.