By Nedra Rhone

The Atlanta Journal-Constitution

Fans of vintage clothing have long flocked to the stretch of Little Five Points that could be dubbed “vintage row.” Stores such as Stefan’s Vintage (founded in 1977), the Clothing Warehouse chain (established in 1992) and Psycho Sisters (launched in 1993) are known for stocking fashion from decades past.

But several recent entrants have attempted to lure customers to other parts of the city.

The newest shop to open is My! My! My! on the still fledgling Midtown Mile. The outpost offers authentic vintage as well as vintage-inspired clothing, jewelry and other accessories. Co-owners Cynthia Salinas and John Sam hope to help educate Atlantans on the pleasures of vintage dressing.

“I don’t think [vintage] has caught on in Atlanta. They are just now trying to figure it out,” Sam said. That’s no insult considering it’s a relatively new concept — one often confused with secondhand or thrift.

Vintage clothing, defined by some purists as clothing made between 1920 and 1970, should have a certain elusive quality and high styling that makes it desirable in the current era. The idea of selling vintage garments at retail only began to gain widespread attraction in the 1980s as styles from the early 20th century took on iconic status; think ’20s-era beaded flapper dresses, ’40s-era peplum jackets or ’60s-era shift dresses. Today many dealers have expanded the definition of vintage to include garments from the 1970s and 1980s, making vintage style a more accessible and acceptable fashion choice ... in moderation.

“It’s not about your entire wardrobe being vintage, it’s about bringing forward a few gems from the past,” Salinas said. “You enhance your wardrobe with a few pieces.”

Each day My! My! My! receives shipments from a variety of sources including private sellers, a unique group of antique dealers and sources affiliated with the television and film industry in Los Angeles. Some recent finds in the store include an ’80s Louis Feraud jacket with metallic thread for $325, a beaded evening dress for $125, vintage floral brooches for $49, a houndstooth shift dress for $65 and fur jackets ranging from $275 to $375.

The majority of inventory at My! My! My! is from the 1960s through the 1980s, Salinas said. There are a few Victorian items, including a jacket with a corset and boning that Sam had reproduced as an homage. The four new jackets sold within weeks, Salinas said.

Customers often come in search of specific items such as capes or coat dresses. Many leave with an outfit and accessories for under $100. Price points range from $6 for a pair of earrings to $759 for a vintage fur. “If a piece is worth it, we put it at the price it deserves, but we are not trying to sell $300 jeans and $100 wife beaters,” Salinas said.

Their strategy seems to be working. On a recent afternoon, one woman came in seeking the perfect party dress, another was all about accessories and still another seemed to be just browsing.

“Our mission now is to educate everyone who comes into the store,” Salinas said. “We have such an eclectic mix of people here. Atlanta is nothing to shake a stick at when it comes to fashionable women ... and we’re sassy, too.”

My! My! My!

Hours: 11 a.m.-7 p.m. Tuesday- Sunday

Address: 900 Peachtree St. N.E., Suite 100A

Phone: 404-549-3302

Web site: www.mymymyatl.com