Canadian actor Hudson Williams surprised Canadian Indigenous designer Justin Jacob Louis when he sported one of Louis’s pieces, causing a viral sensation. Louis, a designer from Samson Cree Nation, was taking a break on National Day for Truth and Reconciliation when the news reached him. He was enjoying time with his family, disconnected from work, out paddling on the lake.
The sudden surge in sales and social media buzz caught Louis off guard when he checked his phone. His cardigans had completely sold out, with sales reaching $12,000 in just an hour. Williams, known for his role in “Heated Rivalry,” wore Louis’s blue-and-black journey knit cardigan at the Kate Spade New York Global Summit on Women’s Mental Health, adding an orange ribbon to mark the National Day for Truth and Reconciliation.
Louis was touched to see his creation worn by a prominent Canadian figure, expressing that the support behind it made the moment particularly special for him. The $350 cardigan, part of Louis’s Section 35 and Justin Jacob Louis label, was sent to Williams as a last-minute request, leading to a significant boost in sales for Louis’s small business.
The connection between Louis and Williams began when a member of Williams’s team contacted Louis via email and Instagram about purchasing the cardigan over the weekend. Despite logistical challenges in shipping, Williams’s team managed to pick up the piece from Louis’s studio in Chilliwack, B.C., leading to a chain of events that resulted in a substantial increase in Louis’s business.
Louis witnessed a dramatic rise in followers and sales, estimating that his brand achieved two to three months’ worth of sales in just two days. The overwhelming demand prompted Louis to open pre-orders for the cardigan, a move that greatly benefited his independent small business.
The design of the cardigan, inspired by a dream Louis had while feeling disconnected and homesick, has captivated many. In the dream, Louis found solace under the night sky, symbolized by stars turning into eyes, reminding him of his ancestors’ enduring presence no matter the distance from home.
Williams personally reached out to express his gratitude for the cardigan, fostering a connection that Louis hopes will lead to future collaborations. As Louis continues to focus on designing and expanding his labels, he advises fellow designers and small businesses to remain true to their values and cultural heritage, emphasizing the importance of showcasing the talent and storytelling within Indigenous communities.