Canadian actor Hudson Williams caused a stir when he sported an attire crafted by Canadian Indigenous designer Justin Jacob Louis. Louis, a member of the Samson Cree Nation, was taken by surprise by the sudden surge in popularity of his creation. The designer, who was enjoying a break with his family on National Day for Truth and Reconciliation, discovered the overwhelming response to Williams donning his piece while unplugged and out paddling on the lake.
The moment Williams showcased Louis’s blue-and-black journey knit cardigan at the Kate Spade New York Global Summit on Women’s Mental Health, along with an orange ribbon in honor of National Day for Truth and Reconciliation, was particularly significant for Louis. He expressed his appreciation for the genuine support shown by the actor, emphasizing the depth of meaning attached to the occasion.
The cardigan, priced at $350, is a product of Louis’s label, Section 35, where he serves as the founder and creative director. The sudden request from Williams’s team for the garment, fulfilled by a last-minute arrangement due to time constraints, led to an unexpected turn of events for Louis’s business.
Following Williams wearing the cardigan, Louis witnessed a remarkable uptick in sales, with the item selling out rapidly, prompting Louis to consider opening pre-orders despite initial plans not to restock. The overwhelming demand resulted in a surge in interest and sales, translating to two to three months’ worth of sales occurring within just two days.
Louis attributed the design of the cardigan to a dream he had while feeling disconnected and homesick, drawing inspiration from his roots and ancestral connections. Williams reached out directly to Louis to express his gratitude for the garment, fostering a connection between the two that may lead to future collaborations.
As Louis continues to focus on expanding his labels and designs, he advocates for designers and small businesses to remain authentic and true to their cultural values. Embracing the uniqueness and storytelling inherent in Indigenous communities, Louis emphasizes the importance of staying faithful to one’s heritage and principles in the creative process.