The craze started among feather-weight belly shirts, distressed denim minis and gift books like "The Big O." Prominently displayed there in the windows of Urban Outfitters stores nationwide was a selection of vintage-looking plastic "toy" film cameras which could produce artsy, light-streaked prints.
The Diana, the Holga, and the Lomo LCA+, along with various pinhole camera kits and mini-Leicas, have been huge sellers for the clothing chain which caters primarily to the under-30 crowd. Now, The Lomography Society, the Vienna-based manufacturer responsible for the resurgence of many of these hipster-adopted film cams is trying its own hand at direct retail in the U.S.
Early in 2009, on a tony lane in Greenwich Village, the Lomography Gallery Store opened its doors to a throng of young enthusiasts who'd become familiar with "lomo" cameras and shooting techniques through Urban Outfitters and an impressive viral marketing campaign.