Canadian Indigenous designer Justin Jacob Louis was pleasantly surprised when Canadian actor Hudson Williams sported one of his creations on Wednesday, leading to unexpected viral attention. Louis, who hails from the Samson Cree Nation, had been away from work on National Day for Truth and Reconciliation, enjoying time with his family on the lake. Upon checking his phone, Louis was astonished to see a surge in sales and social media activity, with all cardigans selling out within hours, totaling $12,000 in sales.
Williams, known for his role in “Heated Rivalry,” 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 observance of National Day for Truth and Reconciliation. Louis expressed that witnessing his creation worn by a prominent Canadian actor was a significant moment for him, highlighting the genuine support and intention behind Williams’s choice.
The $350 cardigan, from Louis’s Section 35 and Justin Jacob Louis label, was a last-minute request fulfilled by Louis. A member of Williams’s team reached out to Louis via email and Instagram over the weekend, expressing interest in purchasing the piece. Despite logistical challenges, the cardigan was swiftly delivered from Louis’s studio in Chilliwack, B.C., to Williams in Vancouver.
The exposure from Williams’s endorsement led to a substantial boost in sales for Louis’s small business, attracting new followers and selling out various pieces. The overwhelming demand prompted Louis to consider opening pre-orders, despite initially not planning to restock the cardigan. Reflecting on the design process, Louis shared that the cardigan’s inspiration came from a dream he had while feeling disconnected and longing for home.
Following direct communication from Williams expressing gratitude for the cardigan, Louis expressed interest in collaborating with the actor in the future. For now, Louis remains dedicated to his design work and brand development, advising fellow designers and small businesses to stay true to their values and culture, emphasizing the importance of showcasing the unique talent and storytelling within Indigenous communities.