Canadian actor Hudson Williams surprised everyone by wearing a creation from Canadian Indigenous designer Justin Jacob Louis. Louis, who hails from Samson Cree Nation, was enjoying a break with his family on National Day for Truth and Reconciliation when he discovered the overwhelming response to his design. His blue-and-black journey knit cardigan worn by Williams at the Kate Spade New York Global Summit on Women’s Mental Health quickly sold out, generating a sudden surge in sales that equaled two to three months’ worth in just two days.
The unexpected attention brought a significant boost to Louis’s Section 35 and Justin Jacob Louis label, with the $350 cardigan becoming a hot commodity. Williams’s team reached out to Louis over email and Instagram, leading to a last-minute handover of the piece at Louis’s studio in Chilliwack, B.C. The exposure from Williams wearing the cardigan resulted in a remarkable increase in sales, prompting Louis to open pre-orders despite not planning a restock.
Louis revealed that the dream-inspired design of the cardigan held personal significance to him, reflecting a nostalgic connection to his roots. He shared that Williams expressed gratitude for the cardigan and expressed interest in future collaborations. Louis’s advice to aspiring designers and small businesses is to remain authentic to their values and cultural heritage, emphasizing the importance of showcasing the unique talent and storytelling within Indigenous communities.