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Yesterday marked the launch of Polaroid Originals, a new brand dedicated to analog instant photography, which also coincides with the 80th anniversary of Polaroid, founded by Edwin Land in 1937.

“The past years have seen a strong revival of analog instant photography,“ explains Oskar Smolokowski, CEO of Polaroid Originals. “This growing demand goes beyond nostalgia. In today’s fast-paced, digital world a tangible object outside of your phone screen becomes a valued artifact. It’s also completely unique and impossible to reproduce.“

To celebrate, a new analog instant camera named the Polaroid OneStep 2 is unveiled, and it’s the first analog instant camera under the brand since 2003.

Boasting a powerful built-in flash, easy USB charging, long-lasting battery and a self-timer, the camera also introduces a new generation of original format instant film, with color, black and white, and a range of special editions to choose from.

The Polaroid OneStep 2 analog instant camera is now available for pre-order at polaroidoriginals.com, with a number of retailers nationwide to follow starting Monday, October 16 for $99.99 USD.

Also, Polaroid Originals’ new generation I-type film for the OneStep 2 is priced at $15.99 USD with eight pictures per pack, while film for vintage formats such as the Polaroid SX-70, 600 and Spectra, is priced from $18.99 USD.

In other tech news, the iPhone X is even more expensive outside the U.S.

Words by Renz Ofiaza
Staff Writer

scribbling by day, architect by night