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Junior did

Yes, I took this with an SX-70

Here it is. Look at it, for this is the camera that definively made Leica… an underdog in the selling charts. Who’s to blame? Junior. Ludwig Leitz, Ernst Leitz’s son, was really full of himself  In Junior’s eyes, ‘flex’ cameras were a trend that wouldn’t last: real men shot rangefinders. Now it’s not the fifties anymore, and we know what happened next. The Leicaflex shows the strong bias towards rangefinders in Wetzlar: they tried to design a SLR that was as little a common-lore-reflex as it could be.
In may ways, it reminds me of the first Contax I: a gorgeous camera with innovative features, just the wrong innovative features. But at least Zeiss made the wonderful Contax II immediately, so…
Besides, guys at Wetzlar failed to implement features that were common at the time, like TTL measuring or interchangeable prisms. If you are one of those who still say that this was made to prevent dust from entering the viewfinder, you are a fool with capital F. Had those people known what they were doing, they would have used interchangeable prisms, or at least a prism wouldn’t be fogged by its own natural glue over time.

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Walking your Leica II

I'm sexy and I know it
I’m sexy and I know it

You know, when Oscar Barnack, the all-maker, gave the first Leica to us, he had a very specific idea of what he wanted to achieve: he wanted to give us a camera that was small enough to fit in your pocket and light enough to carry it on a sunday hike. That is, of course, the official story by Leitz, first owner of the Leica brand, and as storytelling goes, it is probably bullshit. More or less. Because you can’t trust someone who’s trying to sell you something. Except for me, the most honorable of merchants. You can trust me head-on because I love you more than I love my business. I like this creation myth though; just in the sense that it is so stereotypically German that it is almost hilarious. I see the eyes of Doktor B wide open in a closeup, the plane slowly travelling out and showing a demented grin: “Eureka! I vill kreate a kamera für zee hikers!”; all this in b&w 1930’s cinema film. Just sublime.

Why do I distrust the hiking camera myth? My two cents: too politically correct in its context to be true. Because, let’s admit it: if you build cameras, or cars, or battleships, your primary goal is selling them and everything else you’re going to add to this is just marketing.Baron I, is an exception to that, of course.

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