ALMOST too much of a good thing: How aden + anais survived the Prince George effect
First, it was the Kate Middleton effect -- and now it's all about baby George. Don't get us wrong, every time the new mum steps out, her outfits will still fly off the shelves, but the latest craze has been over what little Prince George wore as he left the hospital.
When presenting their son to the public, the Duke and Duchess had him wrapped in a swaddle from New York based aden + anais, and then bundled in a pure white blanket from G.H. Hurt & Son. Only a few seconds passed as William placed baby George in the car to go home, but that's all it took: the photos were snapped and the "Jungle Jam" collection of swaddling blankets were famous. All you needed to do? Google "royal swaddle."
Within four hours of the baby's appearance, the site crashed, and in nine days the public had ordered over 7,000 sets: a 600% increase of sales for the product. A small company, aden + anais never even sent a press release, their product was identified by fashion bloggers and writers everywhere. Said the company's Chief Executive, Raegan Moya-Jones "I thought it was photoshopped," when a colleague showed her a photo of Prince George in the bird print. She said they had not sent their product to the Duke and Duchess in hopes that they would use them, but only recently learned that Kate picked out the swaddle blankets while in a London store.
The "Jungle Jam" 4-pack is available -- or was -- for $49.95, and the company is still scrambling to fill all of the orders. It is sold out in the U.K. and U.S., but will hopefully be back in stock soon. Having a royal wear something of yours is always an incredible spike for marketing -- after all, Kate is credited with a rise in sales for Alexander McQueen and gave Issa London a scare for a bit -- but even more so in the internet age. Information travels startlingly fast today, and we live in a time where it's possible to not only find out what he's wearing instantly, but then purchase it! We suspect George will follow in his mum's footsteps as a great trendsetter. (Daily Mail/AP)
The white blanket from G.H. Hurt & Son is also in extremely high demand. Click through the gallery above to relive the baby's first moments in the spotlight!
Photos: Getty Images, aden + anais