Canadian Indigenous designer Justin Jacob Louis was taken by surprise when Canadian actor Hudson Williams sported one of his creations, sparking a viral sensation. Louis, originally from the Samson Cree Nation, was spending National Day for Truth and Reconciliation with his family, away from work and technology. Upon checking his phone, he discovered a surge in sales and social media attention, with his cardigans selling out within hours, amounting to $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, along with an orange ribbon to mark the National Day for Truth and Reconciliation. The unexpected exposure brought significant attention to Louis’s brand, Section 35 and the Justin Jacob Louis label.
The collaboration between Williams and Louis came about quickly, with Williams’s team reaching out to Louis via email and Instagram just days before the event. Despite logistical challenges, a team member picked up the cardigan from Louis’s studio in Chilliwack, B.C., leading to a surge in sales and brand recognition.
The overwhelming demand prompted Louis to consider opening pre-orders for the popular cardigan, despite initial plans against restocking. The designer revealed that the inspiration for the design came from a dream he had while feeling disconnected and homesick, emphasizing the importance of staying true to one’s values and culture in the design process.
Williams personally contacted Louis to express his gratitude for the cardigan, leading to a positive connection between the two. Louis expressed interest in future collaborations with Williams while remaining focused on expanding his brand and staying true to his cultural roots.