Canadian actor Hudson Williams caused a stir when he sported an outfit by Canadian Indigenous designer Justin Jacob Louis, propelling Louis into unexpected viral fame. Louis, a Samson Cree Nation native, found himself caught off guard as he spent the National Day for Truth and Reconciliation away from work, enjoying quality time with his family outdoors.
Louis was taken by surprise when he checked his phone and discovered a flurry of sales notifications and social media buzz, with his cardigan completely selling out, generating around $12,000 in sales within an hour. The sweater, part of Louis’s Section 35 and Justin Jacob Louis label, was worn by Williams at the Kate Spade New York Global Summit on Women’s Mental Health, along with an orange ribbon to honor the National Day for Truth and Reconciliation.
The significant exposure brought by Williams wearing his creation made the moment particularly special for Louis, who appreciated the genuine support and intention behind the gesture. The sudden surge in demand led to the cardigan selling out and prompted Louis to consider opening pre-orders, despite not planning a restock initially.
The connection between Williams and Louis was initiated when a member of Williams’s team reached out to Louis expressing interest in the piece just days before the event. Due to the time constraints, the cardigan was sourced from Louis’s studio in Chilliwack, B.C., rather than shipped from the warehouse, with a team member traveling from Vancouver to collect it.
Louis’s small business experienced a significant boost, with hundreds of new followers and a surge in sales that equated to two to three months’ worth in just two days. Impacted by a dream, Louis designed the cardigan while feeling homesick, drawing inspiration from his roots and ancestors. The unique design resonated with Williams, who reached out to express his gratitude and has since stayed in touch with Louis, hinting at potential future collaborations.
Louis’s advice to fellow designers and small businesses is to remain authentic to their values and culture, emphasizing the importance of showcasing the beauty and talent within Indigenous communities through storytelling and design.