Canadian actor Hudson Williams caused a stir when he sported a creation by Canadian Indigenous designer Justin Jacob Louis. Louis, who hails from the Samson Cree Nation, was enjoying the National Day for Truth and Reconciliation with his family, away from work and technology, when he suddenly discovered the viral attention his piece was receiving.
The designer was taken aback by the surge in sales and social media buzz surrounding his blue-and-black journey knit cardigan worn by Williams at the Kate Spade New York Global Summit on Women’s Mental Health. The cardigan, priced at $350, quickly sold out online, generating around $12,000 in sales within an hour.
Williams’s team reached out to Louis last weekend expressing interest in purchasing the garment. Due to time constraints, the piece had to be collected from Louis’s studio in Chilliwack, B.C., by a member of Williams’s team who made the trip from Vancouver.
The unexpected exposure had a significant impact on Louis’s business, Section 35, with the brand experiencing a surge in followers and a boost in sales across the board. Louis estimates that the sudden demand resulted in two to three months’ worth of sales in just two days. The overwhelming response prompted Louis to open pre-orders for the cardigan, despite not initially planning a restock.
Louis shared that the inspiration for the design came to him in a dream while he was feeling disconnected and far from home. The design, featuring a unique pattern, resonated with Williams, who personally reached out to express his gratitude for the garment. The two have since maintained communication, with Louis expressing interest in collaborating with Williams in the future.
Looking ahead, Louis remains committed to his craft and advises fellow designers and small businesses to stay true to their values and cultural roots. He believes that showcasing the beauty and talent within Indigenous communities is essential in setting them apart and telling their unique stories.