![]() Four years later, Flory hired Lutze again for his and his wife’s wedding photography site. In 2006, Flory, a commercial photographer in the Bay Area, reached out to Seattle-based Lutze after noticing his Web design for emo-punk band Jimmy Eat World-both are fans-and hired him to design a site for his father’s construction business. L utze and Flory originally set out to build a product for creative professionals such as themselves. “If you back up five to seven years ago, that didn’t seem so obvious.” ![]() “They were very, very early in the belief that there’s no reason to go buy a camera because phones are so good at taking photos that this will be the device the next generation uses,” says Ryan Sweeney, an Accel general partner. For $19.99 a year, members get 130 exclusive filters, GIF- and video-editing capabilities, as well as tools like skin-tone warming and picture borders. It debuted a subscription model in 2017 has since accrued 2 million paid users, mostly under 25. Since VSCO launched its first mobile app in 2012, it has amassed 150 million-plus Android and iPhone downloads. Flory, the company’s chief executive officer, and Lutze, the “chief experience officer,” each own an estimated 21% of the startup, a $115 million stake. The Oakland startup has raised $90 million from Accel, Glynn Capital and others at an estimated $550 million valuation. VSCO’s revenue has exploded, doubling in 2018 to $50 million. Six years later, 200 million Instagram posts have been tagged with #vscocam.
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