The Cult of Leica

13 Moments from the 100 Years of Leica Celebrations in Wetzlar

This year marks 100 years since the first Leica camera was sold. To celebrate, Leica is hosting events in key cities around the world. I had the chance to attend the biggest one: a gathering at the company’s headquarters in Wetzlar, Germany.

More than 800 people attended in from every corner of the globe, and I want to share what we experienced. But this isn’t just a trip recap. I’m going to use these moments to bring you inside the Leica world.

From the outside, this is a community that’s often misunderstood. Myths, stereotypes, and half-told stories have shaped how people see Leica. But beneath all that is a real, living community. One that’s built on ongoing conversations, shared values, and a certain way of seeing the world.

This week, I’m pulling back the curtain on the cult of Leica and what makes this community so unique.

Disclaimer: this is a longer piece with many images. This story is best experienced online at Church & Street or through the Substack app. If you’re viewing this as an email, there’s a good chance it may not load properly.

The Daily Carry

What camera do you bring to an event like this? All of them.

Okay, that’s a terrible answer, but it’s exactly the situation I found myself in. After a couple of gigs in London and Paris the week before, I rolled into Wetzlar with a Pelican packed with my entire Leica kit. But I wasn’t about to run the full rotation.

When people ask me for the one camera and lens I’d choose, my answer is always the same: the Leica M11 and a Summilux 35mm. For this trip though, I swapped out my modern Summilux for an original Steel Rim, loaned to me from my friend Steve. Wide open, it has unpredictable character. Stop it down and you get soft glows. Beyond F5.6, its a solid tool for capturing more of the scene. I’ve never used this lens before, so I’m giving it a few months to see if it earns a permanent spot in the kit.

Dressed to Express

When I’m on set, my wardrobe is best described as Uniqlo medium. Neutral tones, relaxed fit. But when there’s a meaningful event on the calendar, I make a little more effort.

The first event of the Leica 100 celebrations was a garden party at the historic Wetzlar Cathedral, and I wanted to wear something special for the moment. Abhi designed one of the outfits featured in a fashion shoot for my Leica SL3-S campaign. When I told him I’d be visiting Leica’s headquarters, he put together this new fit for the opening night.

I don’t make a habit of attending social events so the ones that get an exception are the ones that matter to me. With that in mind, I make an effort. It gives me a chance to support my friends in fashion, break for the mould a little bit, and quite honestly speaking, sneak a few photos because it’s rare that I’m getting my picture taken.

Modern Day Masters

Let me say this early and clearly: the best part of any Leica gathering is meeting and connecting with phenomenal creatives from around the world. Davide De Martis is one of those people.

We’ve been talking online for a while, but meeting in person and swapping stories at an event like this hits differently. Davide cut his teeth in the luxury automotive world, and if you ask me, he’s a true master of his craft. Hearing about his origin story, his ambitions, and the chaos of being a creative right now—those are the conversations that make a trip like this worth it.

The Night is Young

If there’s a Leica event happening, you can count on a few late nights. And it’s in those hours that lifelong friendships are born. It’s also when an impromptu photoshoot may happen.

Photographer Brandon Ruffin and Leica Camera USA Social Media Manager Jack Devanna were heading back to our hotel after an incredible night of laughter, libations and a surprise appearance from Domino’s pizza. It had to be around 2 in the morning when the intrusive thoughts kicked in. Before you knew it, it was time to shoot.

We must’ve spent an hour trading portraits just for the fun of it. But I’ve got to give my man Brandon his flowers. He went full Simon Biles, leaping over these guide posts at least 15 times so I could capture this shot. Cheers to you, brother.

Let’s Talk About Glass

Alright, let’s talk about some gear. Wanna see how wild the Steel Rim I was using gets when it’s wide open?

It’s insanely wild. An imperfect tool that can feel perfect in just the right moment. The trick is trying to anticipate that moment before it happens. And that’s the beauty of the Leica ecosystem. There’s a massive catalog of lenses from over a century of history, and at an event like this, you can learn a lot about someone’s journey just by the glass they’re rocking.

Okay, Some Cameras Too

There’s a part of me that wants to start an Instagram account just for camera spotting, but I think my buddy John has that covered. Still, I couldn’t resist snapping a few shots of the unique pieces floating around at this event.

Here’s Brandon Ralph’s M11 Monochrom, freshly wrapped in black lizard. Clean.

Kristian Dowling shot the images for the Leica M11-P Safari Edition announcement. So it’s only right that he’s holding a custom piece engraved with the now infamous phrase, “First of all, it’s green!”

You can spot Mathieu Bitton from a mile away with his early 60s Leica M2 gold-painted prototype, paired with a gold-painted Summaron 35mm F2.8. Absolute madness. A great example of the wild pieces that you’ll spot at an event like this.

Sold!

One of the marquee events during the week, and a big reason many people showed up, was the 46th Leitz Photographica Auction. I had never been to a live auction before, so I was genuinely curious to see how people carried themselves at something like this. What I didn’t expect was the way the auction would kick off the show.

The premier piece was a Leica 0-Series prototype. Watching bidders go back and forth, round after round, until it finally sold for a staggering 6 million euros was jaw-dropping. I’m glad I got to witness it. Now, anytime someone wants to talk about how expensive my gear is, I can just tell them it’s not even one percent of what a Leica can go for, ha.

Monopan 50

A couple of weeks before the event, Leica announced their first-ever film stock: Monopan 50. It’s a low-sensitivity black and white film designed for high-resolution scans. A few of us had the chance to learn more about it from Anton Ivanov and his lab on the Leica campus.

Getting in-depth insight from Anton on how to shoot and develop this film was an incredible experience. It was also helpful for my lab back in Canada who’s always looking to pull the best possible results for pro photographers.

Leica Monopan 50 drops later this summer. I’ll be doing a deeper dive on it in the coming weeks.

A Private Show

On my way out of the darkroom, I accidentally went through the wrong door. Which “unfortunately” led me straight into one of the most incredible galleries I’ve ever seen.

Leica had teamed up with Joel Meyerowitz for a special showcase of some of his most iconic work. These were images I’ve poured over in photo books, now printed large and lining the walls of Wetzlar, of all places. It was a special moment. Being the only one in the room made it even more surreal. A beautiful accident.

I didn’t get a chance to really speak to Joel this trip. Didn’t get to tell him how much his work has shaped so many of our journeys. Didn’t get to say thanks. But later that day, he would speak to me…

The Red Suit

On my way to Leica’s gala that night, everyone was gathered outside, trading pleasantries before heading in. At one point, a few legends came together for a group photo: Steve McCurry, Reiner Holzemer, Ralph Gibson, and of course, Joel.

I tried to sneak around and grab a candid shot of the moment, but as soon as Joel saw my outfit, that was it. “Look at you! Look at the outfit! Wow!” This went one for a lot longer than anyone expected. I knew my fit that night would get a few glances, but I didn’t expect praise from Mr. Meyerowitz himself, especially while a pool of photographers were waiting to take a group photo.

Thanks, Joel. Now I have something to bring up when I see you next time.

A Night to Remember

That evening was something special. Incredible food, a screening of an upcoming Leica film, a live performance from the immaculate Jamie Cullum, and a room full of people from every corner of the Leica community. What made it truly memorable was that it gave everyone a reason to put their work aside for at least one night and just let loose.

Slow shutters and bright flashes. Perfect for nights like this.

Already counting down the days until I get to hang out with my Italian family again.

One of the best things about an event like this? I can hand my kit to just about anyone in the room and end up with a great shot.

Customer Care

Any time I visit Wetzlar, I take moment to visit my friends at customer care. Usually for a camera tune up but if a window is available, a chance to make a special camera a little more special.

This trip, I was fortunate enough to have my Leica M6, that had wrapped with red on my last visit, outfitted with a black chrome MP advance lever and black film counter. These are small touches that just make a camera feel even more yours. It’s also reminder to how special Leica is. There’s no other brand offering services like this.

An Unexpected Conversation

Let me jump back to the first night, just after the garden party wrapped up. I was walking to the Leitz Hotel bar to meet some friends, and there in the lobby, sitting by himself, was Steve McCurry.

In rare moments like this, when you have a chance to speak to a legendary photographer, my goal is simple: introduce myself briefly and let them know how much their work has meant to me. That’s it. But that’s not quite how it played out.

I walked over to Steve, introduced myself, and told him how his work had influenced me. That even before I knew I wanted to become a photographer, his images were already shaping how I saw the world. You know what he said?

“Look at your outfit!”

Ha.

What followed was a genuine conversation. We laughed, traded stories, and even snapped a couple of portraits. For someone like me, on the path I’m on, that moment with Steve is something I’ll never forget. And what makes it even more wild is I left moment knowing the Steve McCurry now had a portrait of me and my green outfit on his iPhone.

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It’s The People

These 13 moments are just a handful pulled from dozens, shared here to give you a sense of what this so-called “cult of Leica” is really like. But you know what really makes this community truly special? What people who’ve been here to events like this remember most? It’s the late nights where a small group of people from around the world, from different walks of life, gather to sit, talk, and connect. That’s where the real magic happens. Lifelong friendships take root. Future plans take shape. And inside jokes are born. Some that’ll last for years (Happy birthday, Bernie).

What makes the Leica community so unique is the people who shape it. From the employees to the ambassadors, to the collectors, and even the young upstarts trying to make a name for themselves, there’s a deep passion here for the craft of photography. It’s a group that genuinely cares. And having spent time around all the major brands and communities, I can say there’s nothing that comes close to this.

That, my friends, is the cult of Leica.

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Streets of India: North & South Workshop

It’s official, I’m hosting my first workshop in India and I’m designing it to be the ultimate street photography experience. What does that mean? It means I’m curating a one-of-a-kind journey that you won’t find anywhere else—an experience rooted in creativity, expertise, and adventure.

Here’s what’s included:

• Three cities in 10 days — A fast-paced, immersive experience

• Unique shooting opportunities — A carefully curated selection of scenes

• Key logistics covered — Hotels, drivers, and inter-city flights, all taken care of

• Multiple instructors — Gain insights from diverse perspectives

• Guest lectures — Learn from a variety of industry experts

• Limited to 8-10 guests — A small group for personalized learning

This workshop will take place from September 20th through the 29th this year. From the moment you land in India, you’ll be guided through a street photography adventure like no other. My fellow instructors and I will be there every step of the way to share our knowledge and techniques with you.

A few seats are still available so visit the link below to learn more.

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An Unexpected Absence

Short version:

I hit pause on the newsletters this past month. To catch up, I’ll be publishing twice as much over the next few weeks. For those of you who are paying subscribers, I’ll be adding three bonus months to your subscription.

Longer version:

I took a break last month. That’s not something I normally do, and it’s not something I plan to let happen again. Most of the stories for this newsletter are mapped out a year ahead of time. That structure helps me stay on track and gives me room to adjust when something more interesting comes up. But when I looked at what I had lined up for summer, I realized I was drifting from what made this fun in the first place.

The stories were leaning too much into telling, not enough into showing. It’s a small shift, but it really matters to me. I’m not here to hand out instructions on how to explore your creativity. I want to show you what I’m exploring, and let the lessons emerge naturally from that. That difference, I think, is what sets this apart from a typical photography publication.

So, that’s the story. Thanks for bearing with me. I’m excited to share what’s coming next.

GB