Hudson Williams’s sweater by Canadian Indigenous designer triggers sales frenzy
Indigenous designer Justin Jacob Louis experienced a surge in sales after actor Hudson Williams wore his Section 35 cardigan. The actor's intentional choice to support an Indigenous brand on the National Day of Truth and Reconciliation resonated deeply with the designer.
Why it matters
Highlights the impact of celebrity influence on independent Indigenous businesses and the importance of intentional consumerism.
Hudson Wiliams wearing the Journey Knit Cardigan Justin Jacob Louis' label Section 35. Jason Lowrie/BFA.com/Supplied
Justin Jacob Louis almost forgot it was happening.
The Indigenous designer, who is based in B.C.’s Fraser Valley, had taken the day off to spend the National Day of Truth and Reconciliation with his family. And then a picture of Heated Rivalry star Hudson Williams wearing one of his designs hit the internet. The orders started coming in almost immediately.
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