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Fujifilm is one of the first names of photography, with a history that stretches back nearly a century. Photographers who are old enough to have used analog cameras best know the brand s film stocks it served as Kodak s biggest rival prior to the digital revolution, gaining traction by selling good film for fewer dollars.
In the digital era, Fujifilm has transitioned to be a more upmarket brand. It established its place with the X100, a fixed lens compact with a hybrid viewfinder and SLR-sized sensor absolutely innovative features a decade ago introducing a design philosophy with a strong emphasis on classic aesthetics and manual handling.