Analogue Wonderland, a UK-based film photography retailer, has released the Pure35, a reloadable 35mm point-and-shoot camera developed in collaboration with Kodak Moments, the consumer image-printing division of Kodak.

The Pure35 is positioned as an entry-level device: it is fitted with a single-element, focus-free 31mm lens set at f/9, with a fixed shutter speed of 1/120s and a focus range running from approximately one meter to infinity. A built-in flash can be switched on or off manually. The body measures 119 × 67 × 44mm and weighs 122 grams, and power comes from a single AAA alkaline battery.

The term “reloadable” in the product’s name is worth noting. It designates the camera as something other than disposable — meaning it can be loaded and unloaded with standard 35mm film cassettes multiple times: the distinction matters in a market where single-use cameras have long dominated the low end. Analogue Wonderland recommends film in the ISO 200–800 range.

The optical and mechanical simplicity of the Pure35 is consistent with other cameras in this category: a single meniscus lens stopped down to f/9 to manage aberrations, a viewfinder covering approximately 70% of the final frame, and no exposure control of any kind left to the user. The fixed shutter speed of 1/120s will not arrest fast motion reliably, and the f/9 aperture means adequate light is necessary without the flash.

“Film photography should feel joyful, not intimidating,” adds Paul McKay, Director at Analogue Wonderland. “The PURE35 film camera is about removing barriers and helping people fall in love with film. We hope that by providing an affordable and simple ‘camera plus film’ bundle, we’re enabling folks to take their first easy step towards a lifetime of analogue creativity!”

Here are some sample pictures, courtesy of Analogue Wonderland: