Holga’s New Rotary Filter Lens Brings the Lo-Fi Craze into the World of DSLRs

It was about this time last year that the world was introduced to the Holga iPhone case: a strange-looking gizmo complete with a rotary wheel packing 9 separate lo-fi filters for the toy-camera, retro lover in you. Well, much like the Swivl we reported on yesterday, Holga has decided that bigger is better, and is attempting to break into the DSLR market with a new rotary wheel lens for DSLRs.

Just like the iPhone variety, the lens comes attached to a rotary wheel complete with 9 separate filters, each of which produce a different, lo-fi effect. The advantage to the lens is that you get two, separate wheels to choose from, giving you 18 options in all.

Here are some sample photographs shot through the Holga filters:

If the Holgarizer action for Photoshop isn’t enough for you and you’re interested in procuring one of these lo-fi bad boys, they’re available on Photojojo for $45 for both Canon and Nikon mounts.

The DSLR Wheel of Filters [Photojojo via Gizmodo]

  • Adam

    “Wow, this analog hack for my DSLR lets me take such amazing pictures!” heard absolutely no one, ever.

  • Anon


  • Demian Linn

    Worst idea in the history of ideas.

  • Kay O. Sweaver

    Shoot on film or do not.

  • tyrohne

    the only way this could scream “hipster” any louder is if it had a flannel filter on it

  • YouDidntDidYou

    There would be a lot of demand for this on micro four thirds…..

  • bob cooley

    Hey, but you’ve got to give it to the folks who made that original toy camera, the Holga, they’ve managed to find new ways to get money from hipsters at every turn :)

  • Yongquan Chen

    I hope they come in M-mount too.

  • Roger Thornhill

    Angels and ministers of grace defend us…

  • Syuaip

    looks pretty stupid. i imagine to put it in front of a Nikon D800E.
    sadly, i may buy one. it may be fun.

  • Leandro Diogenes Carvalho Silv

    Damn… that’s crappy…

  • Jared

    I find it frustrating that any mention of film or filtering invokes cries of “Hipster!” As self-envisioned pros or those in the know, Petapixel readers will find this silly, and it is. To normal people out in the world just shooting for fun, it’s a novelty not to be taken seriously. It’s not fair to label 100% of the customers hipsters because there’s no way that they’re all wearing flannels and sporting mustaches while zipping to the nearest vegan restaurant on a fixed gear bicycle. I work in a camera shop and believe me; most of the people who buy this stuff aren’t hipsters. They’re just young kids, or a lot of time foreign tourists.

    Grow up, folks.

  • Yves


  • tyrohne

    Lighten up, Frances… It’s a joke. however I’d bet Photojojo turns a tidy sum of coin selling to a certain little formerly blighted but now tony section of Brooklyn.

  • Andrew Collins

    I bet you all could get the same look post-process. The thing about this kind of slapping your slr stupid is that it will change your pre-process in ways you might not expect. You will probably approach the whole thing from a different perspective. A similar effect could be achieved by painting your rig pink. You become freed from having to be a big ole serious photog man. The shot is going to be weird no matter what you do so just bang away.

  • Guest

    I wonder how many of you “Negative Nancy’s” were this heart-felt when digital starting rolling out replacing film. I see this and hear in my head [along with the voices] the old-timers saying “Digital will never replace film, nothing compares to film.”

    You can debate all you want, but most photographers amateur or pro use digital, So these are filters geared for amateur photographers or people who want top experiment with their cameras, so what. Don’t like it, then don’t buy it, Simple.

    The low-fi, retro look is in, for now, instead of busting on it, maybe try embracing it, or not. I’m sure it will fade out then be back in style in another 30 or 40 years.

  • He who shall not be named

    I’ve done some of these “effects” in post, some are a little harder to pull off then you think. There are plug-ins but some of the better retro looks involve quite of bit of layers burning, dodging and so on.
    So if a little piece of plastic can do the same for me in a single pass, if that is what I am going for, then I’m in.

    I usually like to shoot my images clean then add whatever to it later, to me it offers more flexibility, but that’s just me.

  • John Nathaniel Calvara

    “And from this day on, Instagram on DSLRs has been born!”

  • Humpty Frumpy.

    Wow that’s amazing! This Astounding device will spare me all the trouble of using photoshop and undoing what doesn’t work. Now instead of wasting two seconds in photoshop I can waste my years of photography experience.

  • Humpty Frumpy.

    The perfect device for all the dumbasses who use their dslrs for snapshots.

  • DT

    In the early days of digital you were right, digital images just could not complete with film. But what was then a 128K image is now 37 megapixels and up, with CCD’s the size of 35mm film. However, a filter is a filter is a filter, and this idea is NOT a good one. That kind of retro would make the front end of my camera look like and rotary phone dial. Sorry . . . . no thanks.

  • lol wut

    Hey, while we’re at it, can I also somehow change the resolution to 1.2 Mpix on my Nikon D3? I want to produce that crappy webcam look, and don’t know how.

  • Alex Miranda

    haha yess. haha noo. I dunno. lol

  • U No Hoo

    I wouldn’t buy that if it were free.

  • A Person on the Internet

    I bought one of these for fun – because that’s what it’s for…playing and experimenting. It’s not meant to be taken as a serious piece of equipment. It’s 40 bucks for fuck’s sake. I have a high-end Nikon D-SLR with plenty of nice lenses that I take my “serious” photographs with. I also have a collection of film cameras, toy cameras, and novelty cameras to play with. What is the point in doing art if it’s not fun? Lighten up! p.s. the term “hipster” is so overused these days it’s ridiculous. It’s become a trend in itself and pretty much has no value as an insult anymore.

  • Nik.C

    Gripe all you want, point and scream “hipster” like some freaky retro hating hack a la Invasion of the body snatchers… But Lomo photography has kept film photography going, and given digital a nudge in the ribs, like some playful younger sibling.
    It’s the experimentation that keeps things alive and interesting, well before I knew anything about photography, I picked up an old Yashica J rangefinder at a flea market some 13 years ago, shot a roll of film in it by guessing the correct exposure, and out came a roll of light leaked photos, some half wound giving me half shots of 2 photos on one, this was probably the best roll I’d ever shot, looking back it’s like Hipstermatic and Instagram but way, way better! Now I know it’s because the light seals need replacing and the film advance is dodgy, but it’s still there, sat on my shelf, waiting to give me some true Lo-Fi light leak flaming madness.
    I now experiment all the time, with film, digital, pre and post, and look back to this old cheap battered camera as the starting point.