Unlike many camera companies, Fujifilm's roots lie in film, not optics — hence the name. Founded in 1934 with the aim of being the first Japanese film company, it was their late '80s decision to embrace digital that has allowed them to standout in the 21st century. Combining decades of optics know-how with an innate appreciation for photography, their digital offerings recreate the look and feel of film in a way unique among their peers, honoring the legacy of celluloid while taking full advantage of modern technology.