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Chenu Alexis Published
February 26, 2025
The Deus Ex Machina brand, founded by Dare Jennings and now headed by Italian CEO Federico Minoli, recently lauched a brand-new boutique concept in the Silver Lake neighborhood. The new store joins 11 existing boutiques in Venice, Milan, Sydney, Biarritz, Ibiza, Cape Town, Amsterdam, Tokyo, Seoul, Sao Paulo and Berlin.
In place of the former General Admission boutique, at 3815 Sunset Boulevard, Deus Ex Machina displays a Triumph motorcycle model at the entrance and two vinyl turntables in the window for regular DJ sets.
Comprising a large central counter divided into multiple wooden compartments, and wall-mounted shelves, the Deus Ex Machina boutique offers a wide selection of books connected to its universe. A mix of art, music and design, including The Long Road, Grajagan Bay,a photographic documentation of a journey across Indonesia on custom bikes and surfboards, as well as books by photographer Annie Leibovitz, Love saves the day by Tim Lawrence on the history of American Dance Music culture, the Bob Dylan Bible and the history of Punk, Post Punk and New Wave.
Music is also part of the concept, with a wide selection of vinyls in a dozen bins at the back of the store, featuring rock, alternative rock, hip hop, soul, funk, jazz and disco.
The boutique also offers its fashion selection with the Deus Ex Machina clothing collection, including T-shirts, bras, sweatshirts, polo shirts, caps, as well as sling bags, tool pouches and classic tote bags, and adds a selection of lifestyle items with camping accessories from Japanese brand Snow Peak, the Malin+Goetz candle line, the luxury niche fragrance 19-69 or the organic Loupe deodorant line, to try out before a motorcycle ride.
Other items in the store's selection include miniature Mini Cooper models, ceramics in the shape of gas cans, Felix the Cat and skulls.