Hundreds of Followers. Thousands of Dollars. What Happens When Hudson Williams Wears an Indie Brand
Vogue • • entertainment
Key Points:
- Hudson Williams, star of the Canadian show Heated Rivalry, wore a knit cardigan by Indigenous designer Justin Jacob Louis to a Kate Spade event in New York on Canada’s Truth and Reconciliation Day, leading to the cardigan selling out online instantly.
- Williams intentionally chose the cardigan to support Indigenous designers and honor the significance of Truth and Reconciliation Day, wearing an orange ribbon as a symbol for the day.
- The cardigan, named “The Journey,” was inspired by Louis’s dream about his ancestors and represents connection to heritage despite physical distance.
- Louis received a surge in sales totaling $12,000 and hundreds of new social media followers after Williams wore the sweater, marking a significant boost for the small brand.
- Louis plans to restock limited quantities and hopes to dress Williams again for future events, highlighting the impact of celebrity endorsements on independent Indigenous designers.
