Photography marketing

Leica’s latest may be the world’s trendiest camera

If you’re looking for an ultra-trendy camera, Leica has got you covered with its latest release. The Leica D-Lux 7 A BATHING APE (BAPE) x STASH collaboration combines streetwear, graffiti and photography in one admittedly dope package, let’s dig into it.

Related: You’ll need a golden finger to afford the new Leica Q2 ‘007’ edition

What’s the deal with BAPE & STASH?

Although expensive, the limited edition camera looks really nice. Leica

If you’re more of a photography nerd than a fashionista, you might not be familiar with Japanese streetwear brand, A BATHING APE (BAPE). Founded in 1993 in the heart of Tokyo, BAPE has gone from a cult brand to a major player in the fashion world in just a few decades. And today, you can find everyone from hip hop stars to athletes to contemporary artists rocking the BAPE.

STASH, real name Josh Frankin, is one of New York’s most iconic graffiti artists and designers, whose work dates back to the 1980s.

Why did Leica collaborate with BAPE & STASH?

Leica D-Lux 7 BAPE x STASH
The top plate features BAPE’s iconic monkey head logo. Leica

Marketing, of course! The world loves limited edition “drops”, especially those that manage to include several respected players. In addition, Leica did not hesitate to target a younger audience. And these types of mashups are potentially the perfect way to entice young photographers to adopt Leica. Plus, it’s just plain cool.

“There is a fine line between the pleasure of taking pictures with the camera and the pleasure of owning a beautiful object, the camera itself,” explains Andrea Pacella, director of global marketing and communications at Leica Camera AG.

The Leica X BAPE x STASH

Leica D-Lux 7 BAPE x STASH
The Leica D-Lux 7 is essentially the same camera as the Panasonic LX100 II, but more expensive. Leica

Under the hood, the Leica D-Lux 7 BAPE x STASH is like no other Leica D-Lux 7which itself is based on 2018 Panasonic LX100II. Priced at $2,190, the collaboration camera is just under $800 more than a standard D-Lux 7 and almost $1,200 more than the LX100 II. These three models are essentially identical in spec, design and capacity, so what do you get for the extra money?

On the one hand, bragging rights. Only 1,000 Leica x BAPE x STASH cameras will be made, including 750 in black, for sale at Leica stores, and 250 in silver, for sale at BAPE stores. Plus, you get a camera decked out in a stunning green/beige/brown graffiti print, featuring STASH’s signature on the front and BAPE’s famous monkey head logo on top, plus other edited details limited.

Leica D-Lux 7 BAPE x STASH
Even the strap bears STASH’s signature. Leica

The camera also comes with a very nice custom strap and carrying bag.

Is it even a good camera?

At four years old, we can say that the D-Lux 7 is a bit long in the tooth. Still, the small camera size, Four Thirds sensor and 24-75mm equivalent zoom range make it an attractive option for daytime street photography. And there’s even a hot shoe, if you want to mount a flash. Ultimately, while this is a capable little camera, there are a number of more capable options for the money (although not quite as compact).

Availablity

To get your hands on the Leica D-Lux 7 BAPE x STASH collaboration, you’ll need to visit one of the many select Leica and/or BAPE stores and spend $2,190. The camera will not be available online.