We are all about supporting new and established Canadian designers, so we have partnered with the Canadian Arts and Fashion Awards (CAFA) to help introduce our readers to each of the four nominees for The Menswear Designer of the Year Award at the 2024 CAFA, taking place on Saturday, October 19, 2024, in Toronto. Created to recognize and promote outstanding achievement and emerging talent in Canadian fashion, CAFA celebrates the very best in fashion every year with their namesake awards and events throughout the year.
In our third installment, we talk to Justin Jacob Louis about his brand SECTION 35. Justin’s work is all about blending the past with the present and finds inspiration with/in the juxtaposition between these elements. He launched SECTION 35 in 2016 with the intention to use art and fashion to tell his peoples’ stories. SECTION 35 is an Indigenous owned streetwear brand based on the Unceded Territories of the Xʷməθkʷəy̓əm (Musqueam), Sḵwx̱wú7mesh (Squamish), and Sel̓íl̓witulh (Tsleil-Waututh) Nations.
What made you first decide to design a menswear collection?
When I started out there was not a lot of Indigenous Designers doing menswear and I really felt like we needed more streetwear and men’s that came from our communities.
If you had to describe the DNA of your brand that goes across all collections in a few words, what would it be?
I think at the heart of our brand its about culture, art and storytelling and pride in who we are and where we come from.
Where did you draw inspiration for the latest collection?
The last few collections were definitely drawing inspiration from the summer seasons. The Florals and the sunrises and sunsets and these colours that we get to see all summer long.
If there is one look or piece from your collection that every man needs in his closet, what would it be?
A letterman coat. Every man needs at least one in their closet!
What’s your favourite part about being a fashion designer? Least favourite thing?
I love to see people connect with my work, and I think more specifically when it connects people to who we are and our stories and they have a genuine appreciation for those elements that I put into my work. That and watching pieces come to life from concept, to the development and into its final form, its such an exciting process for me.
I am not sure If there is a least favourite, I love what I do… but I think likely its the nerves right before you put something new out. Theres always this internal battle of excitement and confidence versus the fear and self doubt that creeps in! It’s always so scary to put yourself out there!
As the world changes at a frantic pace, what do you think the role of fashion is? Or what do you think it will become?
Thats a really good question. I really believe that fashion can be used as a voice, and I’ve seen that in our (Indigenous) communities. It’s allowed us to have a voice and to fight and highlight the injustices while pushing for change. So perhaps you might see more that that type of voice and consciousness in the fashion world.
It’s a really tough question though to be honest, but I think thats what our job as designers is. We get to play a part in what that looks like.
Finally, what’s next for your brand?
I am really pushing to try elevate and grow the brand in the context of streetwear. I feel like I finally know the direction I want to go creatively for SECTION 35 as I work into 2025 and beyond. I am also excited to officially launch my eponymous menswear label, Justin Jacob Louis, in Fall 2025, So keep an eye out!
The CAFA 2024 menswear designers of the year, presented by Harry Rosen, are: By David Kollar, Raised by Wolves, SECTION 35 and Spencer Badu. The winner will be announced at the CAFA ceremony in downtown Toronto on Saturday October 19, 2024.
READ all of our interviews with the 2024 CAFA nominated menswear designers:
– Get To Know 2024 CAFA Nominated Menswear Designer: David Kollar
– Get To Know 2024 CAFA Nominated Menswear Designer: Raised by Wolves
– Get To Know 2024 CAFA Nominated Menswear Designer: Section 35
– Get To Know 2024 CAFA Nominated Menswear Designer: Spencer Badu
