Canadian actor Hudson Williams caused a stir when he sported a piece by Canadian Indigenous designer Justin Jacob Louis, catching Louis off guard with the unexpected viral attention. Louis, a Samson Cree Nation native, found out about the buzz while taking a break on National Day for Truth and Reconciliation, spending time with family on a lakeside retreat.
The surge in sales and social media activity took Louis by surprise, with his cardigans selling out within hours and generating $12,000 in revenue. Williams donned Louis’s blue-and-black journey knit cardigan at the Kate Spade New York Global Summit on Women’s Mental Health, accentuated by an orange ribbon in observance of National Day for Truth and Reconciliation.
Louis expressed his delight at seeing his creation worn by a prominent Canadian figure, emphasizing the genuine support and intention behind Williams’s choice. The $350 cardigan, part of Louis’s Section 35 and Justin Jacob Louis label, quickly gained popularity and led to a significant boost in sales for the small business.
The connection between Louis and Williams was initiated when a member of Williams’s team reached out to Louis via email and Instagram, expressing interest in acquiring the piece. Despite logistical challenges, the cardigan was swiftly delivered from Louis’s studio in Chilliwack, B.C., to Williams in time for the event.
The unexpected demand prompted Louis to reconsider restocking the cardigan, opting instead to offer pre-orders to meet the overwhelming interest. The surge in sales proved beneficial for the independent business, prompting Louis to reflect on the whirlwind experience and the impact on his brand.
Louis revealed that the cardigan’s design stemmed from a dream he had while feeling homesick and disconnected from his roots, serving as a reminder of his ancestors’ presence no matter the distance. Williams personally thanked Louis for the cardigan, sparking a connection that could lead to future collaborations between the two.
As Louis continues to focus on expanding his labels, he encourages fellow designers and small businesses to remain authentic to their values and heritage, believing that showcasing the beauty and talent within Indigenous communities is essential for differentiation and success in the industry.