No tech-talk here, just a casual post to show my love for Fuji… I’ve been a loyal Fuji fanboy ever since I bought my first Fuji X camera back in 2011. It was an X-E2 and over the years I’ve been the proud owner of several Fuji cameras, including an X10, X-Pro1 and X-Pro-2, not to mention the several XF lenses in my collection.

At present I own an X-E3 and have a GFX 50R as well. I couldn’t be happier shooting all these Fuji gear.

So here you go: 5 reasons why I love Fuji cameras.

1. Fuji walks its own path

Camera manufacturers announce new models every year, outracing each other with higher spec cameras, sometimes packed with useless functions that don’t necessarily benefit the photographer. Fuji never follows the pack though.

Example? While a full-frame-high-megapixel mirrorless war had recently been ignited with Nikon, Canon, Sony, Panasonic, Sigma and Leica all competing with each other, Fuji didn’t care to join. Where is Fuji in all this, you ask?

Fuji is laughing:

“You guys can keep playing with the full-frame sensor, no problem. I’m going medium format instead. See this here? It’s my GFX line, 50 megapixels to start with. And oh, I have a 100 megapixels monster as well.” 

Fuji is always able to carve its own corner, and on doing this it does not necessarily compete head-to-head with its competitors. Fuji plays its own game.

2. Fuji innovates

One can refer to many innovations from Fuji, but I will just take these two to demonstrate my point.

The Hybrid OVF / EVF viewfinder. Like it or not, this was a first in the industry, Fuji is the only brand with this system. A beautiful integration of old school rangefinder interface mixed with 21st century technology.

The X-Trans sensor. Forget the Bayer type pixel pattern, Fuji created its own RGB pixel pattern with the X-Trans and on doing this they confidently removed the AA filter for increased sharpness.

Put the X-Trans and the Hybrid OVF / EVF together on a nicely styled body and an excellent lens, and the X100 introduced in 2011 took the small camera with large sensor formula to the next level – and sent shockwaves around the world.

This, my friends, is innovation.

3. Fuji cameras are beautifully designed

Fuji cameras are well thought out and photographer oriented, as opposed to spec oriented.  Most manufacturers produce cameras designed by their marketing departments, sometimes with stupid provisions that are hard to believe.

Fuji knows what is right, and with this they had successfully created their own style and identity. Fuji cameras are beautifully designed, stylish and user friendly because they have the photographer in mind.

Fuji don’t rush out new models every year like their competitors. And, while a new model introduces improvements to the camera’s previous model, in terms of hardware you can hardly see the differences between new and old models.

This happens in all their camera series: just compare the several iterations of the X100, X-E, X-Pro and X-T models. Over the years there was technical evolution, but the new models look mostly the same as the original ones. Instead of X-E3, you could call it the X-E1 Mk III if you wish.

This design consistency is honourable. This is how you create your own identity and – mark my words – Fuji cameras from today are future classics.

4. Fuji cameras got attitude

Fuji cameras are designed for still photography, period. You get the classic layout to control exposure: shutter speed dial & aperture ring. That’s it. Everything else is bullshit.

Other brands like to show off their video capabilities, so what? Fuji couldn’t care less.

“Video? We are not giving you any dedicated video button because this is a camera for stills. And no, you won’t be able to assign a video function to any of the Fn buttons.”

Then there is the recent hidden-screen X-Pro3. “Don’t use the back screen, stupid! Just focus on photography.” This is Fuji going unconventional – because they know they can.

If this is not attitude, then what is?

5. Fuji delivers superb image quality

None of the above would make any sense if Fuji did not deliver the goods in the image quality department. And boy, do they deliver… Fuji cameras produce ass-kickin’ image quality.

How they do it is ultimately the result of their magnificent lenses, sensors and image processors. Which is to say, the essential components of 21st century digital photography.

Fuji lenses are among the best you can get. Their XF 35mm f1.4 R – just to name one – is legendary: sharpness and micro-contrast able to dethrone my clinical Leica 35mm Summicron. It’s that good.

Then, of course, there is the medium format GFX system that is still in its infancy. I have the GF 63mm f/2.8 R WR and – trust me – it sits in the next level. Coupled with the GFX 50R and I’ve never seen so much sharpness and definition in my whole life.

Obviously, one can’t talk about Fuji’s image quality without mentioning the beautiful Fuji colours. Weather you shoot RAW or JPEG, it doesn’t matter. Fuji colours always look great. I mean, really great, super pleasant. Especially skin colours.

Not sure what kind of hocus pocus Fuji puts in the image processors when interpreting the data captured by their camera sensors, but the formula certainly works because the results are mouth watering and able to kick everybody’s ass – Leica included.

That’s it

Yup. And I could write a lot more, but this is enough to make my point. Sony, Canon, Nikon, etc… Yeah, I’m sure their cameras are good as well, but most of them look shit, they are just spec loaded, designed by people with thick fingers, no finesse – and utterly boring.

They don’t have Fuji’s attitude and personality. So if you don’t have a Fuji, perhaps you should get one.

Really.