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Urban Outfitters is teaming up with The Impossible Project in pursuit of a most noble cause: Saving Polaroid pictures. Earlier this year Polaroid said it was going to stop producing its iconic instant film, presumably because everyone now uses digital cameras to take their naked pictures. But "shake it like a 10.2 megapixel digicam" doesn't sound right, so The Impossible Project hopes to harness the old-stuff-loving buying power of Urban Outfitter’s customer base to reignite interest in the platform
At 1 p.m. tomorrow, select Urban Outfitters locations in New York, London and L.A. will be selling limited edition Polaroid camera sets including one pack of specially preserved film and one camera. Polaroid film packs only take 10 photos each, so purchasers will have to choose their retro-chic memories carefully.—Elizabeth Licata
·Urban Outfitters bid to save Polaroid [ElleUK]