On Wednesday, Hudson Williams wore a blue‑and‑black journey knit cardigan designed by Indigenous creator Justin Jacob Louis. The piece is priced at $350, and within an hour every cardigan was sold out, generating about $12,000 in sales.

Williams’s team made a last‑minute request, drove from Vancouver to Louis’s studio in Chilliwack, B.C., and collected the cardigan directly from the designer’s workshop.

The sudden buzz flooded Louis’s small business with activity. In just two days the shop recorded two to three months’ worth of sales and attracted hundreds of new followers, while other items began selling fast.

Because the demand kept rising, Louis decided to open pre‑orders for the cardigan, giving customers a chance to secure the design even though the original stock was gone.

The episode shows how a single high‑profile endorsement can instantly boost visibility, sales, and social media reach for a small, independent brand—especially when the product carries cultural meaning and authentic storytelling.