For someone who grew up amidst snowy terrains, sub-zero temperatures, and the midnight sun in Iceland, the place she has settled in is a stark contrast. As a 13-year-old huddled over a bonfire watching the dancing Northern Lights, little did Disa Gudmundsdottir know that a decade later, home would be a place with sunshine all year around, a hot and humid climate, and a sky that knows just two hues — golden and black. But, she loved it, and Puducherry became where she belongs.
Today, Gudmundsdottir is a familiar face in the coastal town. On first-name terms with most locals, she’s busy managing her boutique that stocks leather creations designed by her. Additionally, the entrepreneur also runs a restaurant. Both her businesses are part of DisDis & Co. “I already had my unit, but was looking for a place to launch a new boutique and restaurant. By the time we found this space, I had to go to Reykjavik to deliver my second baby. I had a small place in mind. By the time I came back, my husband, Upendra Tripathi, who also owns a restaurant, had set up this beautiful place,” she says in delight. The café and boutique are all done up in white with a Mediterranean feel about it. “Our tandoori is quite popular,” she adds.
Tracing her journey to India, Gudmundsdottir says she landed in Chennai in 2000 to pursue a course in multimedia. “My father was setting up a water tank factory in Chennai and wanted someone to look after his business here. So, I volunteered.”
She dragged her best friend along too. After the completion of the year-long course, it was time to go back, but she decided to travel around India. After Delhi and Kerala, when Gudmundsdottir finally came to Puducherry in 2005, she was fascinated. “I don’t know what it was — maybe, because it’s a small place like Reykjavik. I also love how different cultures combine here.”
For the next two years, she handled her father’s company in Puducherry, and then decided it was time to do something on her own. There was a dearth of trendy leather goods. All that was available were the same boxy designs and nothing greatly fascinating for women.
Thus came the idea to outsource leather products. Post that, in 2007, Gudmundsdottir started looking for tanneries and began creating her own women-centric designs. The first few collections had accessories such as laptop bags, business folders, toiletry bags, make-up bags… In 2010, she saw a market for leather garments and introduced jackets, fashion garments including playsuits, dresses, tops, skirts, trousers, footwear… “The theme for my creations is multi-use. That’s why some of the jackets have detachable sleeves to suit different weather conditions, skirts have removable panels — a long-day-wear skirt can be instantly turned into a short skirt for the evening…” explains the designer, who now also uses bamboo fabric, cotton jersey and organic cottons. Her latest line features vintage-inspired garments. Delightful saris in vibrant hues are turned into dresses with pleats and detailing. “We also make spa lounge wear, pyjamas, and bed linen. The plan is to create menswear and shoes for them.”
Everything is made in-house at her 16-member stitching unit that was set up in 2013. “It’s all handmade. We do embroidery also and are making recycled weaving bags. We also engage other village women in weaving and embroidery by giving them our products and asking them to recreate them,” adds 40-year-old Gudmundsdottir.
In November last year, Gudmundsdottir launched the brand’s online portal. And now, other than Puducherry, most of the orders come from cities such as Bengaluru, Chennai, St. Petersburg, Kieve, Paris, and Switzerland and Iceland.
What next? “As of now, to head for a get-together tonight,” Gudmundsdottir laughs, and picks up her bag as a DJ sets up his console for a night of music and drinks at DisDis cafe.
Trend Talk
- The present collection sees a lot of ruffles, stripes and banana-leaf prints
- Other than clothes, the highlights are woven basket bags with Italian leather handles
- Popular international brands place orders with DisDis for leather goods
- The label produces 1,000 garments and 300 bags in a month.
- 60% of production goes to the big brands and 40% is retailed here
