Canadian Indigenous designer Justin Jacob Louis was taken by surprise when Canadian actor Hudson Williams sported one of his pieces on Wednesday, leading to unexpected viral fame. 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. Upon checking his phone, Louis discovered a surge in sales and social media activity, with his cardigans completely selling out within hours, resulting in a substantial $12,000 in sales in just 60 minutes.
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 honor of National Day for Truth and Reconciliation. For Louis, seeing his creation worn by a prominent figure like Williams was a deeply gratifying moment, highlighting the genuine support and intention behind the actor’s choice.
The $350 cardigan, part of Louis’s Section 35 and Justin Jacob Louis label, was obtained by Williams on short notice through a special arrangement. Williams’s team reached out to Louis via email and Instagram, expressing interest in the piece just days before the event. Despite logistical challenges, the right-sized cardigan was available at Louis’s studio in Chilliwack, B.C., where it was picked up by a member of Williams’s team from Vancouver.
This impromptu collaboration had a significant impact on Louis’s business, with a surge in followers, sellouts across various items, and an estimated two to three months’ worth of sales achieved in a mere two days. The overwhelming demand prompted Louis to consider offering pre-orders, a decision that greatly benefits his independent small business.
Louis revealed that the cardigan’s design was inspired by a dream he had while feeling disconnected and distant from his roots. The dream, featuring a starlit sky and a powerful message about ancestral connection, served as the creative spark for the now-popular garment. Williams personally reached out to express his gratitude for the cardigan, fostering a positive connection between the actor and the designer, who expressed interest in future collaborations.
As Louis focuses on expanding his labels and design work, he emphasizes the importance of staying true to one’s values and cultural roots as a guiding principle for success in the industry. Encouraging other designers and small business owners to embrace their heritage and unique narratives, Louis believes that showcasing the beauty and talent within Indigenous communities is paramount for differentiation and success in the fashion world.