In 2010, Nathan Jurgenson was holed up at home in Washington DC writing his PhD thesis when he noticed something strange was happening. Two big snowstorms had hit the city, there had been nearly a metre of snow and DC was in shutdown.
“Everyone was posting these photos of the snow on Facebook. They were using this Hipstermatic app. It made the photos look like they were from the 1960s…full vintage photos.”
Back then Instagram had just launched, Snapchat hadn’t been invented and Hipstermatic was the cool new thing. Phone cameras were basic and the new filters were a great way to enhance images. But Jurgenson wasn’t interested so much in the photography as in the use of nostalgia:
“Why particularly vintage? Out of all the things you could do with a photo?”