Canadian Indigenous designer Justin Jacob Louis was pleasantly surprised when his creation worn by actor Hudson Williams sparked a viral sensation. Louis, a member of the Samson Cree Nation, was enjoying a day off with his family when the news of the sudden surge in sales reached him. The cardigan, part of Louis’s Section 35 and Justin Jacob Louis label, sold out within hours of Williams donning it at the Kate Spade New York Global Summit on Women’s Mental Health.
Williams reached out to Louis just days before the event, leading to a last-minute delivery of the blue-and-black journey knit cardigan. This unexpected exposure resulted in a significant boost for Louis’s business, with sales equivalent to two to three months’ worth occurring in just two days. The overwhelming demand prompted Louis to open pre-orders, a move that greatly benefited his small independent business.
The design of the cardigan, inspired by a dream Louis had, carries deep personal significance for the designer. Williams, impressed by the craftsmanship, expressed his gratitude directly to Louis and expressed interest in future collaborations. Louis emphasized the importance of remaining true to one’s values and culture in the design process, highlighting the unique storytelling and talent within Indigenous communities. With a focus on continued innovation and growth, Louis remains committed to showcasing the beauty and creativity of Indigenous designs.
