Popular with Gen-X and some Baby Boomers; this aesthetic emerged in the early 1990s, part of the 'natural-organic' shift away from 1980s excess and a resurgent wave of environmentalism (eg. Sting in the rainforest, the corporate eco-responsibility trend made famous by companies like The Body Shop, the Nature Company, etc.). This was combined with a trend towards minimalism and renewed interest in Japanese architecture and design concepts.