Baby clothes designer swamped with orders after Prince George’s photo-op

It took 45 seconds, but it was enough. Newborn Prince George, carried from the hospital to the royal car, appeared in a cotton swaddle with the tiny birds on it. Mums-to-be around the world wanted to know: Who are you wearing?

The answer shows what it is like when a small company gets swept into the maelstrom of attention that comes from touching the golden hem of the House of Windsor.

Once the photos hit the internet, style bloggers and fashion writers identified the future king’s new clothes as being from New York-based aden + anais. Within four hours of George’s appearance, the website crashed. The next day, it crashed again. In nine days, the company had 7,000 orders — a 600% increase in sales on that item.