Canadian Indigenous designer Justin Jacob Louis was pleasantly surprised when Canadian actor Hudson Williams sported one of his creations on Wednesday, which led to unexpected viral attention. Louis, a member of the Samson Cree Nation, was enjoying National Day for Truth and Reconciliation with his family, far from work and technology, when he discovered the sudden surge in sales and social media activity on his phone.
Williams donned Louis’s blue-and-black journey knit cardigan at the Kate Spade New York Global Summit on Women’s Mental Health, accentuated with an orange ribbon to commemorate the National Day for Truth and Reconciliation. The gesture of support from the prominent actor made the moment particularly meaningful for Louis.
The cardigan, priced at $350, is a creation of Louis, who is the founder and creative mind behind Section 35 and the Justin Jacob Louis label. The unexpected exposure led to a significant boost in sales, with the cardigan selling out within hours and other items also experiencing high demand.
Louis revealed that the design for the cardigan came to him in a dream during a period of feeling disconnected and homesick, far from his community. The dream, where stars turned into watching eyes, served as a reminder of ancestral presence and connection, inspiring the unique design.
The sudden spike in demand prompted Louis to open pre-orders, despite not planning a restock initially, showcasing the immense impact on his small business. He emphasized the importance of staying true to one’s values and culture as a designer and small business owner, highlighting the significance of community stories and talent in setting brands apart. Louis expressed his eagerness to work with Williams again in the future but is currently focused on expanding and nurturing his labels.