Canadian Indigenous designer Justin Jacob Louis was pleasantly surprised when Canadian actor Hudson Williams sported one of his creations on Wednesday, causing a viral sensation. Louis, who hails from the Samson Cree Nation, was taking a break from work on National Day for Truth and Reconciliation, enjoying time with his family paddling on the lake when he discovered the sudden attention on social media.
The blue-and-black journey knit cardigan by Louis, worn by Williams at the Kate Spade New York Global Summit on Women’s Mental Health, quickly sold out online. The surge in sales amounted to two to three months’ worth of revenue in just two days for Louis’s label, Section 35.
Williams’s team had reached out to Louis over email and Instagram expressing interest in purchasing the cardigan just days before the event. To meet the urgent request, Williams’s team made a special trip from Vancouver to Louis’s studio in Chilliwack, B.C., to pick up the piece.
The unexpected exposure resulted in a significant boost for Louis’s small business, with hundreds of new followers and a spike in sales across his collection. The overwhelming demand led Louis to open pre-orders for the cardigan, despite not planning a restock initially.
Louis shared that the design for the cardigan was inspired by a dream he had while feeling disconnected from his roots. The dream, set at his father’s home, featured a poignant reminder of ancestral presence, which he translated into the unique design.
Williams personally reached out to express gratitude for the cardigan, fostering a connection between the actor and the designer. Louis expressed interest in collaborating with Williams in the future but remains focused on expanding his labels and staying true to his cultural values.
Louis advises fellow designers and small businesses to remain intentional and authentic in their work, highlighting the importance of showcasing the talent and stories within Indigenous communities. He believes that honoring these values is crucial for setting businesses apart and celebrating the beauty of cultural heritage.