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Hipstamatic officially unleashes Oggl for iPhone

Just in time for the summer snapshot season, the Oggl app from Hipstamatic has officially launched.

The company teased its new feature earlier this month, calling it "a community for creative people to capture and curate their lives through photography." Today, it is available for free in the Apple iTunes Store.

Oggl was designed around the idea of "capture-first" shooting — like Instagram, you edit a photo after it's taken. Normally, with Hipstamatic, you pick a filter first and then snap the photo. With Oggl, try on a few different looks post-picture, or "tap to preview" effects before shooting.

Once satisfied, share photos to your Oggl profile, or elsewhere online, including Facebook, Twitter, Instagram, Foursquare, Tumblr, and Flickr.

"Oggl isn't a fuzzy snap of cooking solo on Tuesday," Hipstamatic co-founders Lucas Buick and Ryan Dorshorst said early this month. "It's dinner at French Laundry. Oggl isn't screenshots of your favorite album cover — it's when you hung backstage with the band. Oggl isn't ducklips or bathroom selfies — it's living like you mean it, your best creative work, and amazing life moments."

Users have a lot to live up to, it seems. But the app, too, is just getting started. This early version includes the ability to add an "artist statement" to your profile, as well as the functionality to tap and hold to focus. Also, like its rival Instagram, Oggl allows users to double tap the screen to "love" photos.

Free to download, the app comes with five "Favourites" for situational shooting: nightlife, food, portraits, landscapes, and sunsets. For more lens and film options, Oggl offers two subscription models — on a quarterly basis for $2.99 (£1.98), or annually for $9.99 (£6.63).

Each comes with access to Hipstamatic's entire catalogue of current lenses and film fear, and guarantees new pieces each month.