Hudson Williams' cardigan sends Indigenous designer’s business viral

Canadian actor Hudson Williams has helped send Indigenous designer Justin Jacob Louis’ small business viral after wearing one of his cardigans at a New York event.

Louis, who was born in Samson Cree Nation, was away from work with his family on National Day for Truth and Reconciliation when he checked his phone and discovered a sudden surge in sales and social media attention.

“There was, like, a whole bunch of sales and the social media was lighting up,” Louis told CBC News. He said he realised that every cardigan had sold out, with around $12,000 in sales generated within an hour.

The Heated Rivalry star wore Louis’ blue-and-black Journey knit cardigan to the launch event of The Irina Foundation. Williams also wore an orange ribbon marking National Day for Truth and Reconciliation.

For Louis, seeing his work worn by a prominent Canadian actor on the day made the moment particularly meaningful. He said there was “intention and genuine interest” behind Williams’ decision to support his work.

The $350 cardigan was designed by Louis, the founder and creative director of Section 35 and the Justin Jacob Louis label. Williams’ team first contacted the designer by email and Instagram about buying the cardigan just days before the event.

Because there was not enough time to ship the piece from Louis’ warehouse, the designer happened to have the right size at his studio in Chilliwack, B.C. Someone from Williams’ team then drove from Vancouver to the studio on Sunday to collect it.

The actor’s appearance wearing the cardigan had an immediate impact on Louis’ independent business. The brand gained hundreds of new followers throughout the day, while the cardigan sold out and other pieces also began attracting sales.

Louis estimates the shop generated around two to three months’ worth of sales in just two days. Although the brand had not planned to restock the cardigan, the sudden demand prompted Louis to open pre-orders.

“For an independent small business, it helps out so much,” Louis said, describing the experience as a whirlwind.

The Journey cardigan also carries a personal meaning for Louis. He said its design came to him in a dream while he was feeling disconnected and homesick while living around 12 hours away from the community where he grew up.

In the dream, Louis was back at his father’s home, walking across a winter pasture beneath the night sky and thinking about where his ancestors were. He said the stars then appeared to turn into eyes and looked directly at him.

For Louis, the experience became a reminder that his ancestors were always with him, regardless of how far from home he might be.

Williams later messaged Louis directly to thank him for the cardigan. The two have remained in touch, and Louis said he would like to work with the actor again.

For now, the designer remains focused on building his labels and continuing to create work rooted in his culture. He encouraged other designers and small businesses to remain intentional and stay true to their values and cultural identity.

Louis said showcasing the talent, beauty and storytelling within Indigenous communities is what sets their work apart, adding that staying connected to those roots is important.