Press Release:
RAEN & DEUS EX MACHINA LAUNCH LIMITED EDITION EYEWEAR COLLABORATION
Encinitas, CA – December 19, 2012 – RAEN and Deus ex Machina have paired up for a limited edition co-branded eyewear collaboration that honors each brand’s intrinsic value to create authentic, innovative product.
For more than a year, the two classic driven, boutique brands, have worked together to deliver multiple creative projects. As two brands with such a unique yet similar style, it seemed like the natural next step for the two to come together to craft an eyewear collection that embodied the modern design of both brands.
For the collaboration, Deus chose three RAEN eyewear styles – the Lenox, Squire, and Underwood – that conveyed a rugged yet defined demeanor. RAEN paired each with a classic matte woodgrain acetate finish exclusive for this collection.
Each handmade piece of eyewear will feature Optics by Carl Zeiss lenses and custom etched Deus logo details. The limited edition exterior packaging features a motorcycle print designed by Deus Creative Director Carby Tuckwell, as well as a custom eyewear sock and optics case for additional carrying protection.
To celebrate the eyewear collaboration, Deus and RAEN will host a launch party with renowned Thalia surf shop at 6PM, Dec. 20, 2012, at the Thalia Hideout in Dana Point CA. RSVP at https://on.fb.me/TYrbpz.
The RAEN x Deus ex Machina Lenox ($92), Squire ($117) and Underwood ($132) are available now at https://raenoptics.com, the Deus ex Machina concept store in Venice Beach, Calif., and at select boutiques worldwide.
For more information on RAEN, go to https://raenoptics.com, and to find our more about Deus ex Machina go to https://deuscustoms.com/.
About RAEN
RAEN is a classics-driven brand, aimed at bringing intrinsic value and authenticity to the boutique eyewear market. Our goal is to provide timeless, tangible, quality items that function within our active lifestyles and those of our consumers. We are designers who are determined to continually bring new and innovative products to the marketplace; created for and inspired by the lives we live. For more information visit the RAEN website: www.raenoptics.com.
About Deus ex Machina
Deus ex Machina (god from the machine) roared into Australia’s cultural consciousness in 2006, with some neatly customised motorcycles and a quaint notion that doing something is more fun than just owning something. Deus ex Machina is a step bigger than a brand: it’s a culture. Our openness and enthusiasm strike a chord with people, wherever they are…
Deus (“day-us”) didn’t set out only to sell custom parts and hand-built motorcycles, but to celebrate a culture of creativity. The Deus ex Machina showroom/cafe/headquarters in Sydney immediately became a shrine to ‘run-what-you-brung’ resourcefulness and street-honest industrial art.
The Deus philosophy recalls an era before the various pursuits of fun – motorcycling, surfing, skateboarding, whatever – were marketed into fundamentalist factions. All are welcomed under the Deus roof, where there’s simply respect for the honesty and enjoyment of the machine. Inclusiveness, authenticity, enthusiasm. It’s a simple and sincere pitch that has winged Deus ex Machina across the world. Deus ex Machina says simply there’s no ‘right way’ to do individualism, its all the same juice.
Since opening the doors at the Camperdown Temple of Enthusiasm Deus has spread its own flavour of internally combustible postmodernism around the globe. The way forward is one down, four up.
