Instagram, now with more than 100 million monthly active users, is taking over the mobile photography world, but Hipstamatic isn't going to go down without a fight.

The iPhone (News - Alert)-only app was once the go-to for mobile photographers looking to take cool looking photos. The app's dreamy filters, the curly crisp square frames...oh, it was a beautiful thing in the beginning! But Hipstamatic failed to get in on social, which is what has made Instagram such a booming success.

And Hipstamatic has been teetering. Last summer, the company laid off its engineering team. It tried to get back on the map with some social apps but none of them caught on. That's where Oggl comes in.

The company announced the new app on Wednesday. It is proposed as a standalone app to serve as a social network for users’ Hipstamatic photos. It will also allow users to subscribe to Hipstamatic for exclusive filters.

Thus far, it seems Hipstamatic is looking to find its competitive edge with Oggl in the concept that it's a photography app for a true photographer – not just anyone with an iPhone (there dies a million hipster dreams...or ignites them). Take that, Instagram!

At the company’s press event in San Francisco on Tuesday, Hipstamatic's CEO Lucas Buick quoted the iconic photographer Ansel Adams and showed the work of the photojournalist Damon Winter. Buick spoke of “filters” and “lenses” and “gear” - words we do not often hear from the girl taking a photo of herself in the bathroom mirror, or from the couple snapping a shot of their adorable dessert. These were...photography words. 

Buick addressed the shop talk, saying, “We’re trying to build this little empire for photo nerds. We’re not trying to build something to be a new communication tool. It’s really an art tool.”

To be clear, this app is separate from the traditional Hipstamatic app, which will remain the same.

Oggl will launch in Apple’s (News - Alert) App Store this week, and will at first become available on an invite-only basis as it rolls out gradually.

The app is free to download, with the option to subscribe for 99 cents per month, or $10 per year, for access to special filters and other features that should register with the art nerds.