Canadian Indigenous designer Justin Jacob Louis was taken by surprise when Canadian actor Hudson Williams sported one of his creations on Wednesday, causing a viral sensation. Louis, a designer hailing from the Samson Cree Nation, was enjoying a break with his family on National Day for Truth and Reconciliation when the news reached him. Upon checking his phone, he discovered a surge in sales with every cardigan sold out, resulting in $12,000 in sales within an hour.
Williams showcased Louis’s blue-and-black journey knit cardigan at the Kate Spade New York Global Summit on Women’s Mental Health, adorned with an orange ribbon to mark the National Day for Truth and Reconciliation. The unexpected exposure from a prominent figure like Williams made the moment particularly meaningful for Louis, who expressed appreciation for the support and interest shown in his work.
The $350 cardigan, part of Louis’s Section 35 and Justin Jacob Louis label, was swiftly acquired by Williams following a last-minute request. The actor’s team reached out to Louis through email and Instagram, leading to a direct pick-up from Louis’s studio in Chilliwack, B.C., as time constraints ruled out shipping from the warehouse.
The impact of Williams wearing the cardigan was profound for Louis’s business, with a substantial increase in followers, sold-out inventory, and a surge in overall sales. Louis estimates achieving two to three months’ worth of sales in just two days, prompting him to open pre-orders despite not planning to restock the cardigan initially.
The design of the cardigan, inspired by a dream Louis had while feeling homesick and disconnected, holds personal significance. In the dream, he found solace under the starlit sky, symbolizing the presence of his ancestors regardless of physical distance. Williams’s direct message of gratitude and interest in future collaborations have left Louis eager to continue creating and expanding his labels.
Louis’s advice to fellow designers and small businesses emphasizes staying true to cultural values and intentions, as he believes it is essential in showcasing the unique talent and narratives within Indigenous communities. His focus remains on nurturing and developing his brands while celebrating the beauty and storytelling inherent in Indigenous heritage.
