Justin Jacob Louis: Section 35 and The Rise of Indigenous Streetwear

On this episode, host Shayla Ouellette Stonechild speaks with Justin Jacob Lewis, the founder of Indigenous streetwear brand Section 35. They discuss the inspiration behind the brand's name, which is derived from Section 35 of the Canadian Constitution which recognizes and protects Indigenous and treaty rights. Justin shares his journey as an Indigenous entrepreneur and the challenges he faced in the early stages of his business. He also talks about the collaboration with Roots and the importance of incorporating Indigenous language and culture into his designs. Justin also mentions his plans to launch a new luxury brand, Justin Jacob Lewis, which will offer more refined and tailored pieces, inspired by the lack of Indigenous menswear in the fashion industry. He emphasizes the importance of Indigenous designers being part of mainstream and luxury fashion and hopes to see more independent Indigenous designers thriving. He also addresses the issue of cultural appropriation and encourages non-Indigenous people to support Indigenous designers by buying their clothes. Justin also shares his challenges in balancing family, business, and creativity, and highlights the significance of self-care and grounding practices. 

Find out more about Justin Jacob Louis and Section 35: 

Justin Jacob Louis is a fashion designer from the Samson Cree Nation and was born and raised in Nipisihkopahk (Samson Reserve) on Treaty 6 Territory in Alberta, Canada. He is the Founder and Creative Director of acclaimed Indigenous streetwear label SECTION 35 and recent founded eponymous Label Justin Jacob Louis. Justin was a finalist for Menswear Designer of the Year at the 2022 and 2023 Canadian Art and Fashion Awards ("CAFA") in Toronto. His work has seen features in numerous publications from Vogue to Complex, and was included in the Metropolitan Museum of New York’s "In America: A Lexicon of Fashion”. 

https://www.sectionthirtyfive.com/pages/about

https://www.instagram.com/sweetloo35

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Find Shayla Oulette Stonechild on Instagram: https://www.instagram.com/shayla0h/

Find more about Matriarch Movement: https://matriarchmovement.ca/

Watch this episode on YouTube: https://www.youtube.com/@matriarch.movement

This episode is produced by Sarah Burke and the Women in Media Network.

Special thanks to the Indigenous Screen Office for supporting this podcast!

Hiy Hiy!

Chapters

(00:00) Introduction to Feature Fridays and Justin Jacob Lewis

(02:23) Inspiration Behind Section 35 and Indigenous Rights

(06:29) Challenges and Lessons of an Indigenous Entrepreneur

(10:11) Advice for Young Indigenous Entrepreneurs

(13:12) Collaborating with Roots and the Meaning Behind the Collection

(18:08) Incorporating Language and Culture in Fashion

(20:33) The Importance of Language and Identity

(22:30) Sustainability and Accessibility in Fashion

(26:00) Introducing Justin Jacob Lewis: A New Chapter in Indigenous Luxury

(28:09) Showcasing Indigenous Fashion in Toronto and New York

(30:07) Being a Part of Indigenous and Non-Indigenous Fashion Events

(32:33) The Reception of Indigenous Fashion on the World Stage

(35:14) Supporting Indigenous Designers and Addressing Cultural Appropriation

(38:18) Balancing Family, Business, and Creativity

(45:31) Reconnecting with Spirit and Grounding Practices

(47:22) Supporting Justin Jacob Louis and Section 35

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