2025 in hindsight and gratitude: A note from Deus Co-Founder & Creative Director, Carby Tuckwell.
If I were to be totally honest with you, did I think Deus would still be here - 20 years later - ticking through the final days of 2025, as we head into our third decade in business? That depends on the day you ask - but perhaps not. We’ve seen some things and learned more than a few lessons along the way.
And yet, here we are. There is an enduring, scrappy restlessness to Deus that I am hugely proud of, and I think that’s perhaps why people all over the world respond to it. There’s a humanness there you don’t ordinarily get from a brand whose primary purpose is to sell apparel. And perhaps it’s not something they would teach in business school, or something that our finance team would be comfortable with us admitting, but given our goal was always to have fun, this somewhat retrospective approach seems to be working (at least for now).
I hope you always feel that distinct Deus energy - the imperfections, the heart behind every choice, every design, every project. Our nimble team across the globe is good at making things happen, and for that - I am endlessly grateful.
Deus has been built on the belief that creativity isn’t just about the big gestures, but rather the details, the moments of discovery, and a restless pursuit for something that feels real.
