Although there has always been an appreciation for the superior quality, fabric and design that is found in vintage clothing - the awareness, demand and acceptance of this has increased dramatically since the early 1990s.[citation needed]
This increase in interest is due in part to increased visibility, as vintage clothing was increasingly worn by top models and celebrities, e.g. Julia Roberts, Renée Zellweger, Chloë Sevigny, Tatiana Sorokko, Kate Moss, and Dita Von Teese.[2][3] Popularity of period pieces set in the mid 20th century in television and film have also contributed to vintage's popularity. There is even an international magazine called * Vintage Life - specifically a Women's Fashion and Lifestyle Magazine.
There has also been an increasing interest in environmental sustainability in terms of reusing, recycling and repairing rather than throwing things away. Sometimes vintage items are upcycled via changing the hemline or other features for a more contemporary look. Vintage items in poor condition are also salvaged for reuse as part of a new garment.
A resurgence of historically based sub-cultural groups like rockabilly and swing dancing has also played a part in the increased interest in vintage clothes. In Finland the vintage scene has even spawned an officially recognized association or non-profit organization called Fintage out of common interest in the preservation of material culture and the environment.