They embarked officially on their venture “to become a brand name” in 1992, by designing a white shirt. But the turning point was the famous ‘Prêt-à-porter’ fair in Paris. As a completely unknown label, they had to exhibit their collection, of mostly shirts, in a very bad location. “But we had great success,” says Ayse Ege recalling those days. “We joined the fair at the last minute. Everybody said we were crazy. ‘What are you going to do there?’ they asked. Breaking into the world markets and becoming a brand name isn’t easy. But word of our stand got around. Buyers from the world’s biggest department stores found us. We had designed a very romantic collection at the time. There was nothing else like it. It struck everybody as quite different. With that enthusiasm, we expanded our collection. The fashion shows got under way and we embarked on our way to becoming a real brand name.”A note for the curious: ‘Dice Kayek’ (“Sounds nice but doesn’t mean anything”) is also derived from names, , the names of their original partners, Dilara and her sisters.