The custom motorcycle scene had brilliant engineering and almost no identity. The opportunity wasn't to build a better bike. It was to build a real brand.​

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Death Machines of London was founded on the belief that story is the most powerful component in any build. Before a single part was sourced or a frame was touched, we knew who we were, what we stood for, and why that mattered. That instinct, to define identity before building anything, is the same one I bring to every engagement, at every scale.

Five years on: featured in GQ, Esquire, HypeBeast, Highsnobiety and virtually every motorcycle publication in the world; included in two books on motorcycle design; Motorcycle of the Year from DesignBoom three consecutive years; the subject of a Netflix episode on design and technology.

 

GQ called us the coolest motorcycle company on the planet. More importantly, DMOL proved what I've always believed. A clearly defined identity, executed with uncompromising craft, is the most durable competitive advantage in any category, however crowded, however established.