Hudson Williams wore this cardigan. Then the Indigenous designer's business went viral

Griffin Jaeger · CBC News

· Posted: Oct 02, 2026 7:14 PM EDT | Last Updated: 9 minutes ago

When Canadian actor Hudson Williams stepped out wearing a piece by Canadian Indigenous designer Justin Jacob Louis on Wednesday, Louis didn't expect to go viral.

In fact, he nearly forgot it was happening.

The Samson Cree Nation-born designer was spending National Day for Truth and Reconciliation away from work. He was with his family, unplugged and out paddling on the lake.

And then he checked his phone.

"There was, like, a whole bunch of sales and the social media was lighting up and I was just like, 'What is going on? Did something happen?'" he said in an interview with CBC News.

"I realized that, like, every cardigan had sold out. At that time, there was like $12,000 in sales in a matter of an hour. And I was like, 'What the hell?'"

From left: Jacob Tierney, Brendan Brady, Jayme Alter Wilson, Williams, Connor Storrie, Rachel Reid, Ksenia Daniela Kharlamova and Christina Chang appear at the summit on Wednesday. (Jason Lowrie/BFA)

The Heated Rivalry star wore Louis's blue-and-black journey knit cardigan to the Kate Spade New York Global Summit on Women's Mental Health, along with an orange ribbon on his chest marking National Day for Truth and Reconciliation.

For Louis, seeing his work worn that day by a prominent Canadian actor made the moment "pretty special."

"There was intention and genuine interest in supporting us behind it, so that made it more meaningful for me," Louis said.

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The cardigan, which costs $350, was designed by Louis, founder and creative director of Section 35 and the Justin Jacob Louis label. And it made its way to Williams as part of a last minute request.

How they connected

Louis said someone from Williams's team initially contacted him by email and over Instagram about the actor's interest in buying the piece — just last weekend.

Shipping it from his warehouse wasn't feasible within the timeframe, but he happened to have the right size at his studio in the Fraser Valley in Chilliwack, B.C.

Someone from Williams's team drove from Vancouver to Louis's studio that Sunday to pick it up.

Months of sales in two days

That choice had an immediate impact on Louis's small business.

The brand gained hundreds of new followers throughout the day. The cardigan sold out and other pieces began selling, too.

Louis estimates the shop did two to three months worth of sales in just two days.

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While the brand hadn't planned on restocking the cardigan, the huge surge in demand persuaded Louis to open up pre-orders.

"For an independent small business, it helps out so much," he said. "It's just been kind of a whirlwind."

Design based on a dream

Louis says the design came to him in a dream he had while feeling disconnected and homesick and living about 12 hours from the community where he grew up.

Loius says the design for the cardigan came to him in a dream. (Alex Waber)

In the dream, he was back at his father's place, walking across the pasture in winter under the night sky, wondering where his ancestors were.

"The stars in the sky lit up and then they turned into eyeballs and looked right at me," Louis said.

"It was just kind of like this reminder that they're always with you wherever you are, no matter how far from home you are."

Louis says Williams messaged him directly to thank him for the cardigan. They've stayed in touch, and the designer says he'd love to work with Williams again.

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But for now, he's focused on continuing to design and build his labels. 

Here's his advice to other designers and small businesses: stay intentional and true to your values and culture.

"That makes us who we are," he said. "Showcasing the beauty that exists within our communities. I think there's so much talent and the storytelling that comes from our people and our stories. It's what sets us apart. And I think staying true to that is so important."