Canadian actor Hudson Williams caused a stir when he sported a creation by Canadian Indigenous designer Justin Jacob Louis. Louis, who hails from the Samson Cree Nation, was taken by surprise by the unexpected attention his work received. On the National Day for Truth and Reconciliation, Louis was enjoying a day off with his family, away from work, when he suddenly noticed a surge in sales and social media activity related to his designs.
The buzz was generated by Williams donning Louis’s blue-and-black journey knit cardigan at the Kate Spade New York Global Summit on Women’s Mental Health. The cardigan, priced at $350, is a product of Louis’s brand, Section 35, and the Justin Jacob Louis label. Williams obtained the garment through a last-minute request, sparking a chain of events that led to a significant boost in sales for Louis’s small business.
The sudden popularity of the cardigan resulted in it selling out quickly, prompting Louis to open pre-orders despite not planning a restock. Reflecting on the positive impact on his business, Louis emphasized the importance of remaining authentic and true to one’s values and cultural roots in the design industry. He shared that the design of the cardigan stemmed from a dream he had while grappling with feelings of homesickness, illustrating the deep personal connection he has with his creations.
The unexpected exposure from Williams wearing his design has brought Louis newfound recognition and opportunities. He expressed gratitude for the support and interest shown by Williams and is hopeful for potential future collaborations. Louis’s advice to fellow designers and small businesses is to stay committed to their values and heritage, emphasizing the significance of showcasing the unique talents and stories within Indigenous communities.