HUF has unveiled a unique collection in collaboration with photography brand Kodak, including an array of apparel, accessories, a skateboard and even their very own camera model. The collaborative collection honors the art of film photography, a practice that slowly fell out of favor when the convenience of digital photography was introduced.
Once the dominant mode of capturing memories in the 20th century, film photography has largely been limited to a niche of photographers who prefer the medium. However, in recent years, the medium has seen a major revival as Gen Z and Millennials dust off the cameras left behind by the previous generations. The unique, warm quality of film photos and the conscious practice involved in capture and development contribute to its new appeal among the digital generation.
The collaborators hone in on the medium's retro appeal by reprising vintage Kodak graphics and incorporating film photography into the prints. The Imagine What tee combines a handful of grainy film photos into a collage surrounded by Kodak's retro typeface advertising 400 ISO film, while the Rear View tee focuses on a singular image on the front side and features enlarged Kodak graphics on the back. Special pieces like The Collage Side Bag and its matching Cruiser Deck are fully covered in a mosaic of high-saturation film photos.
Elsewhere, the collection takes a photo-free approach with big and bold co-branding. Standing out is the Dark Room Jacquard Knit Sweater, which combines Kodak symbols and the HUF wordmark into a repeating all-over intarsia. The line takes a turn for motorsport-inspired styles led by the Pole Position Racing Jacket, a style that looks as if it were pulled right from a racer on the track.
The centerpiece of the collection is the Kodak Ektar H35N half-frame camera, a pocket-sized point-and-shoot that can take twice as many photos as a regular film camera. Maintaining a mid-century aesthetic, the camera boasts a glossy HUF green panel on the front, as well as accessories with the HUF logo.
The HUF x Kodak collection is available now at HUF's web store and physical boutiques.
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