Canadian Indigenous designer Justin Jacob Louis was taken by surprise when Canadian actor Hudson Williams sported one of his creations on Wednesday, leading to a sudden surge in sales. Louis, who hails from the Samson Cree Nation, was away from work on National Day for Truth and Reconciliation, enjoying time with his family outdoors. Upon checking his phone, he discovered a significant increase in sales and social media activity, with his cardigans completely selling out in a short period, generating $12,000 in sales within an hour.
Williams showcased 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 to mark the National Day for Truth and Reconciliation. The exposure from a well-known Canadian figure wearing his design made the moment particularly meaningful for Louis, who expressed gratitude for the genuine support behind the gesture.
The $350 cardigan, part of Louis’s Section 35 and Justin Jacob Louis label, quickly sold out following Williams’s appearance, leading to a substantial increase in sales for the small business. Louis revealed that the sudden demand prompted him to offer pre-orders, despite not planning to restock the item initially, stating that the overwhelming response has been a significant boost for his independent business.
Louis shared that the cardigan’s design was inspired by a vivid dream he had while feeling homesick and disconnected from his roots. In the dream, surrounded by stars that transformed into watching eyes, Louis felt a deep connection to his ancestors, emphasizing the importance of staying true to one’s values and culture in design work. Despite the unexpected success, Louis remains focused on further developing his labels and encouraging fellow designers and small businesses to uphold their authenticity and cultural heritage in their work.
