General Thinker Profile


Nominated by:

Remo Giuffre
Founder & Director
Bondi Beach, Sydney, Australia

My Network Friends

Dare Jennings

Founder & Director | Deus Ex Machina

Sydney, Australia

Generally thinking:

Business, Work & Strategy
Sports & Recreation
Arts & Entertainment
Creativity & Design

My tags:

ArtBrand StrategyCommunityCraftsCultureEntertainmentEntrepreneurshipFilmFoodGraphic DesignMediaMusicPoliticsProduct DesignRetailSocial ChangeSportsTravelVisual Arts

Very good at:
+ Envisioning a culture and developing a brand
+ Directing creative teams
+ Intuitive entrepreneurship

About me & my work:

I am the Founder & Director of Sydney based Deus Ex Machina.

What started as a custom motorcycle shop in Sydney's inner west, has now spread throughout four continents with stores in Australia, the US, Indonesia and Italy; selling motorcycles, surfboards, clothing, accessories, art ... and serving food. We believe that doing something is more fun than just owning something.

Previously, I was the founder (in 1984) of Mambo, a commercial clothing and textile manufacturing business I started in my backyard that grew into a global surf wear brand with 22 stores around the world. Mambo's growth during the 80s was truly dramatic. Feeding off both my and my friends' enthusiasm for surf, art, music and politics, Mambo quickly etched itself into Australia's consciousness and then just as quickly became recognised around the world for its originality and irreverent sense of humour. It projected a vision of a different kind of Australia beyond the usual nationalistic cliches.

Around the time that Mambo was getting going I also opened Phantom Records, an independent import record store that eventually grew a recording arm that was to release debut records for some of Australia's soon-to-be major bands, including The Sunny Boys and Hoodoo Gurus.

I believe that it is important to see innovation as a team effort, rather than the province of lone-wolves or particular departments. As a leader you need to free people up to do the work involved.

Polarisation is my favourite form of brand building. If you really annoy a whole load of people, another whole load will really like you.

My links:

Deus Ex Machina Website | In Benzin Veritas

Deus Ex Machina Facebook Page

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