Sold outCelebrity / Instagram
Justin Jacob Louis (label)
What going viral did to them
Sold out
Every cardigan sold out; pre-orders opened even though a restock wasn't planned.
Latest published report: 2 Oct 2026
Next check-in
11 Nov 20266-week check-in⚡ The trigger
Heated Rivalry star Hudson Williams wore the Indigenous designer's $350 journey knit cardigan to a New York summit on National Day for Truth and Reconciliation.
🪝 The hook
A star wearing it with intent on a meaningful day. Fans wanted to support the maker as well as the look.
📈 The numbers
- ~$12,000 in sales in about an hour (designer)
- Two to three months' sales in two days (designer)
Figures come from the sources below and are often the owner's own claims. We don't estimate.
🗓 Check-in schedule
Every entry is checked 2, 6 and 12 weeks after it blew up (from 30 Sep 2026, the blow-up date).
- 2 weeks · 14 Oct 2026 · passed before launch, no It Blew Up check-in
- 6 weeks · 11 Nov 2026 · scheduled
- 12 weeks · 23 Dec 2026 · scheduled
🔁 Check-in history
From published reports (pre-launch backfill). It Blew Up hasn't run its own check-in on this business yet.
- Week 0 · 2 Oct 2026 · CBC News · outcome: Sold out