Nick and Candice Hirons launched Denim Enterprises in 1996 with the opening of D.inc in Little Collins St Melbourne, followed by a second store in Greville Street Prahran in 2001. D.inc was a multi brand, denim specialist boutique. D.inc was born out of a love for denim; jeans are a beautiful product that we develop emotional attachments to. They wear and take on our characteristics, becoming a part of us. Helping people find their favorite jeans became our passion. G-Star was one of the first brands on our shelves in '96 and also the year G-Star launched the Elwood. This was the beginning of a three-dimensional jean silhouette, shaped to fit the human form, and still one of the icons of the brand. True denim innovation. Our first G-Star mono brand store was opened in 2003 in Melbourne Central, one of the first in the world. Our goal is to be recognised as the denim fit specialists through fit, range and story telling. Honesty, Respect, Pride and passion are our DNA.