Deus x Matt Willey

Brand Identity, Industrial/Product Design

A customized Mini Cooper inspires a capsule collection from the Australian fashion brand.

Pentagram partner Matt Willey and team have collaborated with Deus, the Australian moto and surf brand, on DEUS X MATT WILLEY, a multifaceted capsule collection inspired by vintage racing.

The project began with a historic racing Mini Cooper S with custom livery designed by Willey. Looking back to the Mini's decade of prestige at the Monte Carlo Rally in the 1960s, the graphics feature custom typography and designs that draw on a wide range of references, from historical route maps and race programs, navigator pace notes, and details from the iconic rally cars themselves, to timepieces, the Monte Carlo coat of arms, and ads from the 60s and 70s.

Willey then extended these graphics to a collection of clothing staples that nod to auto garage workwear and the incidental uniform of mid-century rally drivers. The line includes jackets, tees, pants, socks, and more. The branding is carried throughout subtle details like stitched elbow patches and buttons, and specially designed linings feature patterns inspired by the crest of Monaco.

The collection is available online and in select stores.

New York
Matt Willey
Project team
Nick Marabella
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