Indigenous Fashion Surge: Hudson Williams’ Look Boosts Sales

When Hudson Williams, the star of the popular TV show Heated Rivalry, took the stage at the Kate Spade New York Global Summit on Women’s Mental Health, his choice of attire wasn’t just a fashion statement-it was a significant boost for Indigenous designer Justin Jacob Louis.

Williams was spotted wearing a $350 blue-and-black Journey Knit Cardigan by Justin Jacob Louis, an Indigenous Canadian designer from Samson Cree Nation. The cardigan, which Louis wears on his Instagram (@justinjacoblouis), quickly sold out, with the designer reporting over $1,000 in orders flooding his online shop within hours. This surge in sales is equivalent to two to three months' worth of business for the designer.

Justin Jacob Louis, the founder and creative director of Section 35 and his namesake label, expressed his gratitude on Instagram: 'Thank you to everyone who purchased The Journey Cardigan which Hudson wore yesterday during his event on The National Day of Truth and Reconciliation. I’ve been inundated with requests for a re-stock so with that I just dropped a limited pre-sale on a re-stock due to the demand! It is live on the website right now!'