Prince George may not have chosen the "attire" for his first public appearances outside the Lindo Wing of St. Mary's Hospital in London, but Kate Middleton wrapped him in two swaddling blankets that immediately sold out.
His Royal Highness first appeared in a G.H. Hurt & Son merino wool christening shawl that sold out for £45 and prompted the British knitwear company to ramp up production.
"This item is currently in production. Due to the high demand we anticipate availability in approximately 10 weeks," its website claims.
The little prince wore a more casual, printed blanket on his way home in the car seat. Royal-watchers soon identified the makers as aden + anais jungle jam muslin swaddle, a baby accessories company based out of Brooklyn, N.Y. While sold out and on back order in the U.K., it's still selling for $49.95 in the U.S.
"It was pretty instant, from the moment that he made his debut," founder Raegan Moya-Jones told ABC News. "Within an hour we were getting slammed. Our servers crashed within the first four hours, and again the following day."
Moya-Jones said 10,000 orders of the design came in as soon as the press published photos of it.
"The Palace has been in touch with me for other designs," she added. "I cannot say what they are. We don't want to create another frenzy."