Canadian actor Hudson Williams surprised Canadian Indigenous designer Justin Jacob Louis by wearing one of Louis’s creations, causing a viral sensation. Louis, a designer from the Samson Cree Nation, was enjoying National Day for Truth and Reconciliation with his family when he discovered the unexpected attention his work was receiving.
Williams sported Louis’s blue-and-black journey knit cardigan at the Kate Spade New York Global Summit on Women’s Mental Health, acknowledging the significance of the day with an orange ribbon. Louis expressed his gratitude for Williams showcasing his design, emphasizing the genuine support behind the gesture.
The sudden fame resulted in a remarkable sales boost for Louis’s brand, Section 35 and the Justin Jacob Louis label. Following a last-minute request, Williams obtained the $350 cardigan directly from Louis’s studio in Chilliwack, B.C., as shipping from the warehouse was not feasible within the tight timeframe.
The impact of Williams wearing the cardigan was immediate, with the brand gaining numerous new followers and experiencing a surge in sales. Louis estimated that the sales volume over two days equaled what the brand typically achieves in two to three months. The overwhelming demand led Louis to reconsider restocking the cardigan and open pre-orders to meet customer interest.
Louis revealed that the cardigan’s design stemmed from a dream he had while feeling disconnected and far from his community. In the dream, he found solace in the presence of his ancestors, depicted metaphorically by glowing stars turning into watching eyes in the night sky. Williams personally reached out to thank Louis for the cardigan, fostering a connection that Louis hopes will lead to future collaborations.
Encouraging other designers and small businesses, Louis stressed the importance of remaining true to one’s values and cultural roots. He emphasized the significance of showcasing the unique beauty and storytelling within Indigenous communities, highlighting the talent and narratives that set them apart in the industry. Louis is now focused on advancing his labels while staying committed to his heritage and artistic vision.