Canadian designer Justin Jacob Louis was pleasantly surprised when actor Hudson Williams donned one of his creations last Wednesday, causing a viral sensation. Louis, a member of the Samson Cree Nation, was enjoying a day off on the National Day for Truth and Reconciliation, paddling on a lake with his family when he discovered the unexpected attention his design was receiving.
The momentous occasion occurred when Williams sported Louis’s blue-and-black journey knit cardigan at the Kate Spade New York Global Summit on Women’s Mental Health, coinciding with the National Day for Truth and Reconciliation. The sweater, priced at $350, is part of Louis’s Section 35 and Justin Jacob Louis label.
The actor’s team reached out to Louis just the weekend prior, expressing interest in acquiring the piece. Despite logistical challenges, a suitable size was available at Louis’s studio in Chilliwack, B.C., and was promptly picked up by Williams’s team from Vancouver.
The exposure from Williams wearing the cardigan led to a significant boost in sales for Louis. The sudden surge in demand resulted in the depletion of stock, prompting Louis to consider pre-orders, a move that greatly benefited his small independent business.
Louis revealed that the inspiration for the design came to him in a dream, where he felt a connection to his heritage despite being physically distant. Williams personally reached out to express his gratitude for the cardigan, fostering a potential future collaboration.
As Louis focuses on expanding his brand, he emphasizes the importance of remaining true to one’s cultural identity and values in the design process, highlighting the uniqueness and storytelling potential within Indigenous communities.