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

In this episode of the Matriarch Movement podcast, Shayla Oulette Stonechild sits down with Justin Jacob Louis—fashion designer, entrepreneur, and founder of Section 35 and the upcoming luxury line, Justin Jacob Louis. The two explore the intersection of creativity, business, and cultural preservation through fashion, while sharing insights about entrepreneurship, challenges, and dreams for the future.*  

From Treaty Six to the Runways of New York: Meet Justin Jacob Louis

Justin Jacob Louis, born and raised on Treaty Six territory in Alberta and a proud member of the Samson Cree Nation, has carved out a distinctive path in the world of fashion. As the founder and creative director of the Indigenous streetwear label Section 35, Justin blends modern aesthetics with cultural significance. His brand name, Section 35, is rooted in Canada’s Constitution, which recognizes Indigenous and treaty rights—an important reminder of the ongoing fight for Indigenous sovereignty. 

Reflecting on his journey, Justin recounts how his passion for fashion began not in design school but through personal interest and hands-on learning. “I went to university for business, not fashion,” he explains. “It all started with a love for clothes, working with graphic designers, and screen-printing t-shirts that resonated with my community.”

The Genesis of Section 35 and What It Represents

At its core, Section 35 reflects both pride and struggle. For Justin, the name is more than just a reference—it symbolizes the perseverance of Indigenous peoples. “I wanted the name to mean something,” he shares, “and it became a way to highlight both the resilience of our communities and their political battles.”  

The brand’s initial pieces were humble—t-shirts and hoodies—but as the years progressed, Section 35 grew into a widely respected label, gaining traction internationally. Its pieces have been featured at Indigenous fashion festivals in Toronto, New York, and even Milan, showcasing the power of Indigenous design on global stages. 

The Challenges of Building a Brand as an Indigenous Entrepreneur

Despite his success, Justin is candid about the hurdles he’s faced along the way. “I didn’t start with a business plan,” he admits. “I made mistakes—so many mistakes—and learned as I went.” Among the most significant challenges were financial struggles, managing cash flow, and scaling the business sustainably.  

With honesty, Justin touches on the difficulties Indigenous entrepreneurs often encounter, including lateral violence within their own communities and the complexities of balancing creative freedom with sound business decisions. “Being a creative and running a business—it’s a tough balance,” he says. “I’ve had to learn to prioritize self-care and family, especially after being diagnosed with ADHD.” 

Cultural Storytelling Through Fashion  

One of the key themes in Justin’s work is his commitment to cultural storytelling. His designs incorporate Cree language, symbolism, and stories from his ancestors. His recent collaboration with Roots—a collection of beautifully crafted varsity jackets and accessories—epitomizes this approach. Each piece tells a story, with thoughtful details like Cree prayers stitched into the fabric.  

Reflecting on this collaboration, Justin emphasizes the importance of creative control. “Roots gave me the freedom to bring my vision to life,” he shares. “It’s rare for large brands to do that, but it made all the difference.” 

Navigating the Fashion Industry and Advocating for Indigenous Representation 

Justin’s experience showcases the power of Indigenous representation in fashion, but it also highlights the challenges of working with non-Indigenous brands. “It’s essential to advocate for your creative vision,” he says, recalling moments where he insisted on incorporating Indigenous dancers and models into shows. “We need to do things our way. It’s part of reclaiming space.”

He envisions a future where Indigenous designers are not just collaborating with major brands but leading the way on their own terms. “Our community has so much to offer,” he notes. “We’ve been designing for generations—whether it’s regalia or everyday clothing, it’s time the world recognizes that.” 

As Justin continues to push boundaries, his latest endeavor—a luxury menswear line called Justin Jacob Louis—represents a new chapter in his creative journey. “It’s going to be more refined,” he says, hinting at tailored trench coats, knitwear, and pieces that reflect his growth as a designer. 

Slated for launch next fall, the collection aims to fill a gap in the market, offering sophisticated Indigenous-designed menswear. “There aren’t many Indigenous brands focusing on menswear,” Justin explains. “So I thought—if it doesn’t exist, I’ll create it.”

Through creativity, cultural pride, and resilience, Justin Jacob Louis is redefining fashion—on his own terms and for future generations to come.

To explore Justin’s work, visit www.sectionthirtyfive.com or follow them on Instagram @sectionthirtyfive 

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

Our producer is Nicole Robertson with Muskwa Productions.

Our podcast producer is Kattie Laur.

Our videographer is Sara Cornthwaite.

Behind the scenes photography is by Kiki Guerard, Michelle Aregentieri, and Stephanie Neves.

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