Roll Call: Honoring Discontinued 35mm Film
Introduced in 1990, Fujifilm Velvia (short for Velvet Media) quickly became a legendary slide film among landscape, nature, and commercial photographers. Known for its ultra-saturated colors, rich contrast, and fine grain, Velvia revolutionized slide (E-6) film by offering bold, vivid results that far exceeded what was previously available.
The original Velvia 50 (ISO 50) became famous for its punchy reds, deep blues, and the way it made greens pop—earning it a cult following, especially among those photographing the natural world. However, it wasn’t without quirks: its narrow exposure latitude made it less forgiving, requiring precision and careful metering.
In the early 2000s, the original formula was discontinued due to environmental regulations, replaced by Velvia 100 and Velvia 100F, which had slightly different color characteristics. But due to demand, Fujifilm later reintroduced Velvia 50 in a reformulated version in 2007.
Today, Velvia 50 is still produced (as of the most recent updates) but only in 120 format in the U.S., as 35mm Velvia 50 was discontinued due to regulatory issues. It remains a beloved choice for those seeking that unmistakable Velvia “look”—a vibrant, high-saturation slide film that helped define an era of analog photography.
- High quality 15oz black gloss ceramic mug
- Full wrap decoration
- Dishwasher & Microwave Safe
- AAA ORCA Coating™ for maximum print vibrancy & longevity
- Decoration Type: Sublimation
