Canadian Indigenous designer Justin Jacob Louis was pleasantly surprised when Canadian actor Hudson Williams wore one of his designs on Wednesday, causing a viral sensation. Louis, originally from Samson Cree Nation, was enjoying National Day for Truth and Reconciliation with his family and was unaware of the attention until he checked his phone.
The blue-and-black journey knit cardigan, priced at $350 and part of Louis’s Section 35 and Justin Jacob Louis label, was worn by Williams at the Kate Spade New York Global Summit on Women’s Mental Health. The cardigan quickly sold out online, resulting in a surge of sales equivalent to two to three months’ worth in just two days.
Williams’s team reached out to Louis last weekend expressing interest in the piece. Despite logistical challenges, the cardigan was delivered from Louis’s studio in Chilliwack, B.C., to Williams in time for the event. This collaboration led to a significant boost in sales for Louis, with the cardigan quickly selling out and prompting the decision to open pre-orders due to overwhelming demand.
Louis shared that the design for the cardigan came to him in a dream while he was feeling homesick, emphasizing the importance of staying true to one’s values and culture in the design process. Williams personally thanked Louis for the cardigan, leading to a mutual desire to collaborate again in the future.
As Louis continues to focus on designing and expanding his labels, he encourages other designers and small businesses to remain intentional and authentic in their work, highlighting the unique talent and storytelling within Indigenous communities.
