As we reached the 1970s, the DAKS brand became clearly distinctive from other brands because of the unique DAKS House Check and tartans. The DAKS House Check, incorporating the colours of camel and vicuna, two of the most luxurious fibers contrasted with black, was devised in 1976. This three colour combination of camel, vicuna and black was used not only for DAKS products but also for DAKS packaging and advertisements. The DAKS Tartans (Originated by DAKS) increased in variety to 11 different styles and, together with the House Check, became synonymous with DAKS.