Itaca is an Italian camera and lens manufacturer founded in 2042 by 4 of Italy's most prominent business tycoons. The large but failing company, then known as Cameras of Italy, was purchased by Giusseppe 'Furia' Alpino in 2054. Giusseppe was a famous engineer-turned-driver with an illustrious racing career in both Formula 1 and Formula E, and bought the company as a passion-project once retiring from the sport of motor-racing. By infusing Italian engineering with racing tradition, Itaca is now one of the most well-known and trusted brands in the consumer photography market. To mark 100 years since Itaca's founding, the company have redesigned and re-released the original Orizzontale as a point-and-shoot, with interchangeable fixed lenses, for the mass markets.