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Hipstamatic competes with Instagram through Oggl iPhone app

iPhone app Hipstamatic has taken a back seat to the more popular, and more free, Instagram. But the old-fashioned photo-taking app is poised to make a comeback, with a new venture called Oggl.

As described by Hipstamatic co-founders Lucas Buick and Ryan Dorshorst, Oggl is "a community for creative people to capture and curate their lives through photography."

In other words, it's simply a new way for Hipstamatic's 4 million monthly active users to experience the app's unique features.

"Oggl isn't a fuzzy snap of cooking solo on Tuesday," the founders said. "It's dinner at French Laundry. Oggl isn't screenshots of your favourite album cover — it's when you hung backstage with the band." Nor is it making a duck face and taking bathroom selfies. "It's living like you mean it, your best creative work, and amazing life moments."

Designed around the idea of "capture-first" shooting, Oggl uses Hipstamatic's familiar lenses and films, but lets users edit a photo after it's taken. Try out different looks on your photos, or "tap to preview" effects before shooting.

Once satisfied with the photo, share your favourites to your Oggl profile "to curate your personal story," the company said. Additionally, users can share to Facebook, Twitter, Instagram, Tumblr, and Flickr, as well as set additional "Favourites" for situational shooting (the app comes with five pre-loaded), and tag locations and other Oggl community members.

"Hipstamatic photographers have had their work showcased on a global stage, and are ushering in a new era in photography," Buick boasted in a separate statement. "It's time we created a place designed just for them — to connect, to be inspired, to create — and to continue to define what it means to be a photographer for this generation."

Upon its official launch, Oggl will be available via two subscription models: on a monthly basis for $0.99 (£0.63), or annually for $9.99 (£6.40). Each subscription comes with access to Hipstamatic's entire catalogue of current lenses and film gear, and guarantees new pieces each month.

For now, the Oggl iPhone app is available on an invitation-only basis; interested photographers can sign up online to request an invite. "We are working super hard to get you onto Oggl as quickly as possible," the site said.

But Hipstamatic fans need not worry about the future of their camera application. The founders promised that Hipstamatic is "here to stay," even with a bare-bones crew. The company laid off its entire staff in August, including three developers, one designer, and one writer.

The Hipstamatic app is available now in the Apple iTunes Store for £1.49.