The family business, which celebrates its 50th birthday this year, was opened by Rob and Beth Aiken in 1965. It was later bought by current owners Fiona and Tony Naughton exactly 15 years ago on Friday. 

Mrs Naughton said the store was the largest provider of jeans in central Victoria, stocking about 2500 pairs at one time. She said it had gained a loyal customer following over the years.     

"The amount of goodwill in this business is unbelievable. I have four or five customers who buy seven pairs a year - one for everyday of the week," Mrs Naughton said.  

"They are engineers, farmers - there are so many regular customers who just keep coming back."

The business stocks four main brands - Lee, Wrangler, Levis and Riders.

Mrs Naughton said she had seen many trends come and go, some of which she loved and others loathed.

"To start with, it was all high-waisted jeans but they were never as skinny. Then it was flares - that was 15 years ago," she said. 

"However in such a short amount of time these bumsters came into store. 

"The zip was two inches. I used to think it was a bit obscene. That stayed for about seven years. There was so many muffin tops and plumbers cracks."

She said people had become more particular about their jeans over the years - especially men.

"Boys these days, I can't believe how particular and fussy they are, which is great because I have two boys - they care what they wear," Mrs Naughton said.

"Even though there are 2500 jeans there, people will walk out because they haven't got quite the right shade or whiskering, or the white patches."

Mrs and Mr Naughton's daughter Nicole has been working in the store for seven years, playing a major role in its operations.   

Rob's Jeanery is offering $30 off all its jeans on Friday. 

The Fountain Court store is open from 9am to 7pm, with live music from 5pm as part of the celebration.