Canadian Indigenous designer Justin Jacob Louis was pleasantly surprised when Canadian actor Hudson Williams sported one of his creations, leading to a viral sensation. Louis, originally from the Samson Cree Nation, was enjoying the National Day for Truth and Reconciliation with his family, disconnected from work while paddling on a lake. His phone suddenly lit up with notifications of skyrocketing sales and social media buzz, as every cardigan had sold out within hours, raking in $12,000 in sales in just one hour.
Williams donned 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 the National Day for Truth and Reconciliation. Louis found the moment “pretty special” seeing his design worn by a prominent Canadian actor, noting the genuine support and intention behind the gesture.
The $350 cardigan, part of Louis’s Section 35 and Justin Jacob Louis label, was a last-minute request that Williams’s team swiftly arranged for. Despite logistical challenges, the right size was available at Louis’s studio in Chilliwack, B.C., and promptly picked up by Williams’s team from Vancouver.
This unexpected exposure had an immediate and significant impact on Louis’s business, with a surge in followers, the cardigan selling out, and a boost in overall sales. Louis estimates that the brand achieved two to three months’ worth of sales in just two days. The overwhelming demand even led Louis to open pre-orders, a move he hadn’t planned initially but found beneficial for his small independent business.
The design of the cardigan stemmed from a dream Louis had while feeling disconnected and homesick, inspired by his community roots. The dream, where he felt a connection to his ancestors under the night sky, led to the creation of the unique design. Williams personally reached out to express his gratitude for the cardigan, sparking a positive connection between the two. Louis expressed interest in collaborating with Williams in the future but is currently focused on designing and expanding his labels.
Louis’s advice to fellow designers and small businesses is to remain intentional and true to their values and cultural heritage, as it is what defines and sets them apart in the industry. Embracing the talent and storytelling within Indigenous communities is crucial for showcasing their unique beauty and narratives.