SECTION 35 Holdings

SECTION 35 is an Indigenous-owned streetwear brand that merges contemporary fashion with Indigenous history and culture. Founded in 2014 and officially launched in March 2016 by Justin Jacob Louis, a member of the Samson Cree Nation, the company was established to tell the stories of his people through art and fashion. The name itself is a reference to Section 35 of the Canadian Constitution Act of 1982, which recognizes and protects Indigenous and treaty rights.

Founder Justin Louis, a self-taught designer, was born and raised in Nipisihkopahk (Samson) on Treaty 6 Territory and began by redesigning old hockey logos from his community and selling t-shirts in 2014. This initial work was motivated by a desire to create a brand that would resonate with Indigenous communities, expressing pride, resilience, and resistance. The business operates primarily through an e-commerce model, complemented by wholesale partnerships with retailers like Foot Locker, and has recently opened its first brick-and-mortar store in Chilliwack, B.C., with plans for a future flagship in Vancouver.

The brand's product line includes a wide range of apparel such as hoodies, t-shirts, outerwear, and headwear. SECTION 35 has gained significant recognition, with features in publications like Vogue and Complex. Notably, its work was included in the Metropolitan Museum of New York's 2022 exhibition, "In America: A Lexicon of Fashion". The company has also engaged in numerous collaborations with other artists and brands, including Roots Canada, Mitchell & Ness, and The Hundreds. A significant investment from Raven Indigenous Capital Partners is set to fuel the company's expansion of operations and market reach.

Keywords: Indigenous-owned, streetwear, fashion, apparel, cultural storytelling, Justin Jacob Louis, Samson Cree Nation, e-commerce, retail, fashion design, Indigenous rights, collaborations, graphic tees, outerwear, headwear, contemporary fashion, Indigenous art, Canadian fashion, Vancouver brand