Section 35’s hoodies, t-shirts and sweats blend Indigenous themes with a streetwear vibe. Founded in 2016 by Justin Jacob Louis, the brand opened its first storefront in Chilliwack, British Columbia last year after selling mostly online and through outlets like Foot Locker.
Louis, a member of the Samson Cree Nation, named the brand after a section of the Canadian Constitution Act of 1982 protecting the rights of its Indigenous peoples. The Chilliwack-based company has secured an undisclosed amount of funding from Raven Indigenous Capital Partners, an Indigenous-led and -focused investment firm.
“Section 35 represents the future of Indigenous entrepreneurship—innovative, culture-driven, and impactful,” said Raven’s Sean McCormick. “Our investment reflects our belief in Section 35’s ability to reshape perceptions of Indigenous fashion while creating real opportunities for Indigenous artists, creators, and communities.”
Native fashion
Indigenous fashion designers have been gaining prominence.
At New York Fashion Week in September, Edgar Villanueva of Decolonizing Wealth Project hosted his fourth annual event celebrating Indigenous designers such as Kayla Lookinghorse-Smith and Korina Emmerich. Naiomi Glasses, a seventh generation Navajo textile artist, has designed three collections for Ralph Lauren.
“I see this as a narrative change opportunity, but also a wealth building opportunity for Natives in this industry and also issues that we care about, like climate sustainability,” Villanueva told ImpactAlpha.
