Kodak, the camera behemoth of the 90s, is attempting to reinvent itself after nearly fading into obsolescence. It is now heading into a different direction, from providing hardware and technologies into the print industry, to some form of a retro brand that targets niche markets. In the article “From skate to streetwear: Kodak’s plans to bring back its consumer brand in a ‘big way’,” Kodak basically took an about-face from making cameras to selling vintage clothing. While this may be slightly profitable for now, this strategy won’t really elevate them back to “consumer brand” status. Once the hype fizzles out, this move could even prove disastrous and push them fully off the edge, into extinction.