Canadian Indigenous designer Justin Jacob Louis was pleasantly surprised when Canadian actor Hudson Williams wore one of his pieces on Wednesday, leading to a viral sensation. Louis, a member of the Samson Cree Nation, was enjoying National Day for Truth and Reconciliation with his family, away from work, when the unexpected attention came his way. The surge in sales and social media buzz caught him off guard, with every cardigan selling out and generating $12,000 in sales within an hour.
Williams sported Louis’s blue-and-black journey knit cardigan at the Kate Spade New York Global Summit on Women’s Mental Health, adding significance to the day by donning an orange ribbon in observance of National Day for Truth and Reconciliation. Louis expressed his gratitude for the actor’s support, emphasizing the meaningful connection that was made through this collaboration.
The cardigan, priced at $350, is a creation of Louis’s label, Section 35, and the Justin Jacob Louis brand. A last-minute request led to Williams acquiring the garment, with someone from his team picking it up from Louis’s studio in Chilliwack, B.C. This swift exchange had a significant impact on Louis’s small business, attracting new followers, selling out the cardigan, and boosting overall sales, amounting to two to three months’ worth in just two days.
The unexpected success prompted Louis to open pre-orders for the sold-out cardigan, providing a substantial boost for his independent business. The design of the cardigan, inspired by a dream Louis had while feeling disconnected and longing for home, struck a chord with customers. Williams personally reached out to Louis to express his appreciation for the cardigan, fostering a positive connection between the two creatives.
Looking ahead, Louis remains focused on designing and expanding his labels, offering advice to fellow designers and small businesses to stay true to their values and cultural roots. Emphasizing the importance of showcasing the beauty and talent within Indigenous communities, Louis believes that authenticity and storytelling are key elements that set them apart in the industry.