Today we’d like to introduce you to Justin Louis.
Hi Justin, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I started out designing tees which had logos from old hockey teams from my reserve back home in Alberta, and people really like them. It showed me there was a need for clothing that was designed by our people and there wasn’t very many native-owned brands which I was aware of and that kind of inspired me to start an indigenous streetwear brand. This was where SECTION 35 was born!
We all face challenges, but looking back would you describe it as a relatively smooth road?
It’s been a long journey full of ups and downs. Entrepreneurship is a journey in itself, and it’s a lot of learning. Obviously as a business, money and the financial pieces of growing a business always present challenges. One of the big learning curves was understanding the fashion industry and learning to design and produce your own products, however I love the challenges and it pushes me to constantly learn and get better.
I think one of the other challenges that I still face, is the mainstream understanding or misunderstanding of Indigenous fashion and the concept of cultural appropriation versus cultural appreciation. Thankfully there’s many brands and artists now pulling in the same direction for our people and the industry is taking notice! It’s a movement and it’s beautiful to be a part of that community.
Appreciate you sharing that. What else should we know about what you do?
I like to think my work focuses on merging the past with the present. I am constantly challenging myself to create something that modern or contemporary without compromising the values that inspire and guide my work. For the past seven and half years I’ve focused on my streetwear brand SECTION 35. I love designing cohesive collections which feature tees and hoodies along with outerwear and accessories. I am blessed that it has taken me to so many places which I would have never been able to go to without this work. We had some work featured in the Metropolitan Museum of New York’s “In America: A Lexicon of Fashion.” It was special to be a part of that with some of the biggest designers in America.
In Fall of 2024, I will launch my eponymous fashion label, Justin Jacob Louis, which will take a step more into the luxury menswear market… We debuted a sneak peek of it at New York Fashion Week this past September and the response was overwhelming. We will showcase the full collection in February 2024 in preparation for its Fall 2024 launch. I am very proud of this project. I’ve put so much of myself just to get it here and I am excited to see where it goes.
How can people work with you, collaborate with you or support you?
I love collaboration; a lot of my favourite projects have been collaboration. Usually, those conversations happen organically. However, as an artist and an entrepreneur the easiest way to support independent artists is to buy their work from them directly. And if not, share our work and tell people about what we are doing. Every little thing goes a long way!
Contact Info:
- Website: www.sectionthirtyfive.com
- Instagram: @sectionthirtyfive
Image Credits
@Alexwaber Hand Bag: @blvckft Runway Images Courtesy of Justin Jacob Louis
