Canadian Indigenous designer Justin Jacob Louis was pleasantly surprised when Canadian actor Hudson Williams wore one of his creations, causing a viral sensation. Louis, who hails from the Samson Cree Nation, was enjoying National Day for Truth and Reconciliation with his family when he discovered the sudden surge in sales and social media attention for his designs.
The blue-and-black journey knit cardigan, priced at $350, worn by Williams at the Kate Spade New York Global Summit on Women’s Mental Health, quickly sold out online. Williams, a star of “Heated Rivalry,” also sported an orange ribbon in recognition of the National Day for Truth and Reconciliation, adding significance to the moment for Louis.
The unexpected exposure led to a significant boost in sales for Louis’s brand, Section 35 and Justin Jacob Louis label. The sudden demand prompted Louis to open pre-orders for the cardigan, despite not planning to restock it initially, as the influx of sales proved beneficial for his small independent business.
Louis revealed that the design for the cardigan stemmed from a dream he had while feeling disconnected and homesick, which resonated with his Indigenous roots and heritage. The dream inspired a unique design that struck a chord with customers, leading to a remarkable surge in sales within just two days.
Williams personally reached out to Louis to express his gratitude for the cardigan, fostering a potential future collaboration between the two. As Louis continues to focus on his design work and brand development, he emphasizes the importance of staying true to one’s values and culture, showcasing the beauty and talent within Indigenous communities through storytelling and creativity.