Just Jeans opened its first store in Chapel Street, Prahran in December 1970. Founded by the Kimberley family, the name Just Jeans became synonymous with the growth of denim jeans.The concept of Just Jeans selling jeans, stacked on shelves, proved to be a success with the youth revolution of the 70's; new stores were being opened in other locations around Melbourne and the growth continued throughout the 1970's and '80's across Australia through both new store openings and the acquisition of other jeanswear and clothing chains.