Canadian Indigenous designer Justin Jacob Louis was taken by surprise when Canadian actor Hudson Williams sported one of his creations, leading to an unexpected viral moment. Louis, a designer hailing from Samson Cree Nation, found out about the buzz while enjoying National Day for Truth and Reconciliation with his family, away from his work routine. The sudden surge in sales and social media activity caught Louis off guard, with his cardigans selling out rapidly, generating $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, paired with an orange ribbon in honor of National Day for Truth and Reconciliation. The significant exposure for Louis’s work through Williams wearing his creation left a profound impact on the designer.
The cardigan, priced at $350, is a creation under Louis’s labels, Section 35 and Justin Jacob Louis. The unexpected endorsement from Williams led to a collaboration that began with a last-minute request for the piece. Williams’s team reached out to Louis, who managed to provide the right size from his studio in Chilliwack, B.C., as shipping from his warehouse on short notice was not feasible.
The endorsement from Williams resulted in a remarkable boost for Louis’s business, with a surge in sales and a substantial increase in followers. Louis decided to open pre-orders for the cardigan due to overwhelming demand, despite not planning on restocking it initially. The surge in sales has been a game-changer for Louis’s small business, providing a significant boost and an unexpected turn of events.
Louis revealed that the design for the cardigan originated from a dream he had, feeling disconnected and homesick, far from his community. The dream inspired a unique design that resonated with many, symbolizing a connection to his roots and ancestors. Williams personally thanked Louis for the cardigan, leading to a positive relationship between the two, with potential future collaborations on the horizon.
Louis emphasized the importance of staying true to one’s values and culture in the design industry, highlighting the significance of showcasing the talent and storytelling within Indigenous communities. As he continues to focus on his labels and designs, Louis encourages other designers and small businesses to remain intentional and authentic, embracing the beauty and narratives that set them apart.