Irish sportswear company O'Neill's is not surprised high-end brands are starting to sell GAA-inspired shorts for highly inflated prices.
Gucci has started selling white shorts with a green and red trim for around €550.
The style has received mainstream attention since the airing of Normal People.
The show's star, Paul Mescal, has found himself appearing in a number of fashion magazines since the series aired.
He's kept the shorts in the spotlight since the series finale by wearing them while out walking in London.
Paul Mescal shorts* https://t.co/66KGrvpVgJ— Eoin O Neill (@eoinjoneill) June 9, 2020
O'Neill's Marketing Manager Cormac O'Farrell says they may have to rethink their prices soon.
Mr O'Farrell said they are delighted with the exposure and the spike in the sales.
"I think some of the frustrations for our financial director when he sees the prices that these brands can get for their product and we are around normal prices at around €20.
"But it's all relative. It's a good story and it's good for us especially in the climate that we are in."