About

There was once a famous Nikon advert that said “I am Nikon.” Well, I’m not Nikon — I’m Jeff Sof, and I shoot quirky people. (And places.)

My photographic journey began the way the best ones do — by accident. A battered Halina camera borrowed from my dad, a school trip to France, and a roll of film that came back either fogged or completely blank. To this day, the jury’s still out on whose fault that was. But somewhere between pressing the shutter and waiting anxiously for those prints to come back, something clicked — and it never really stopped.

I wanted to shoot like David Bailey. I was nine. Ambition was never the problem.

From there I graduated through a succession of increasingly serious cameras — the tank-like Zenit E, an Olympus OM10, and a long and loyal relationship with Minolta, right up until they called it a day. A Nikon followed, which proved itself a reliable workhorse through weddings, christenings and events. But if I’m honest, my heart was always elsewhere.

Street photography found me — or rather, a very talented photographer, artist and printmaker named Andrew Pegram pointed me firmly in its direction — and I’ve never looked back. These days I shoot with Fujifilm’s X-mount cameras; compact, discreet, and quietly brilliant. Exactly what you need when you’re trying to catch the world off guard.

I’m Jeff Sof. And I shoot quirky people. (And places.)