Canadian actor Hudson Williams caused a stir when he sported a garment by Canadian Indigenous designer Justin Jacob Louis on a recent occasion. Louis, a member of the Samson Cree Nation, was pleasantly surprised by the sudden attention his work received as Williams showcased his blue-and-black journey knit cardigan at the Kate Spade New York Global Summit on Women’s Mental Health. The actor also wore an orange ribbon in observance of National Day for Truth and Reconciliation.

Louis, the creative mind behind Section 35 and the Justin Jacob Louis label, expressed his delight at seeing his creation worn by Williams, emphasizing the genuine support and intention behind the actor’s choice. The $350 cardigan, which quickly sold out, brought unexpected success to Louis’s small business. Williams’s team reached out to Louis just days before the event, leading to a rush order that significantly boosted sales for the designer.

The surge in demand prompted Louis to consider opening pre-orders for the popular cardigan, despite initial plans not to restock it. The design, inspired by a dream Louis had during a time of homesickness, resonated with customers and admirers alike. The unexpected popularity has motivated Louis to continue his design work and uphold the values and culture that define his brand.

In a message of encouragement to fellow designers and small business owners, Louis emphasized the importance of staying true to one’s roots and storytelling traditions. He believes that showcasing the talent and beauty within Indigenous communities is essential for standing out and making a lasting impact in the industry.