The DisDis label was launched in May of 2007 and premiered its first clothing line at the Reykjavík Fashion Festival in April 2011. The AW12 will be DisDis´s second clothes collection. The collection will be available in few chosen stores in Iceland and a part of the collection will be launched in Margreeth Olsthoorn in Rotterdam in June 2012.

DisDis has been offered to participate in various events like the NOLCA Fashion Week in New York and The Sale Exhibition in London.  The brand was also offered to join one of the celebrity gift suites during the World Music Awards in Monaco 2010. DisDis will participate in the Emerging Trends Challenge during the Paris Fashion Week in July and will also be a part of the next fashion show that JL Model Management that will launch in the winter of 2012.

DisDis focuses on modern style and highest quality standards for the independent  ”working women” of today’s world. Comfortable and stylish multi changeable clothing that make it convenient and easy for women to change their outfits from one circumstance to another without having to go home to change. The design consists of timeless cuts and classic colors that suit women of all ages. DisDis collection also includes refined accessories and handbags. All is made from finest vegetable dyed leather and suede and now also mixed with finest Indian silk.

Disa Gudmundsdottir, the label head designer, is Icelandic but has been living in Pondicherry, India for the last decade.