Royal swaddle: Prince George's bird blanket becomes a style star

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The newborn Prince of Cambridge leaves St Mary’s Hospital with his parents the Prince William, Duke of Cambridge and Catherine, Duchess of Cambridge. (John Stillwell / AFP/Getty Images)

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The newborn Prince of Cambridge leaves St Mary’s Hospital with his parents the Prince William, Duke of Cambridge and Catherine, Duchess of Cambridge. (John Stillwell / AFP/Getty Images)

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Britain’s Prince William and wife Kate, Duchess of Cambridge, hold the Prince of Cambridge outside of St. Mary’s Hospital in London where the duchess gave birth Monday. The royal couple are expected to head to Kensington Palace with their son, the third in line to the British throne. (BEN STANSALL / AFP/Getty Images)

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Kate, Duchess of Cambridge, holds the Prince of Cambridge outside of St. Mary’s Hospital in London where she gave birth Monday. (Andy Rain / EPA)

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Britain’s Prince William and wife Kate, Duchess of Cambridge, hold the Prince of Cambridge outside of St. Mary’s Hospital in London where the duchess gave birth Monday. (Lefteris Pitarakis / Associated Press)

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Britain’s Prince William and wife Kate, Duchess of Cambridge, hold the Prince of Cambridge outside of St. Mary’s Hospital in London where the duchess gave birth Monday. (Scott Heavey / Getty Images)

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Prince William and Kate show their newborn boy to the world’s media, leaving the Lindo Wing of St. Mary’s Hospital in London. (Leon Neal / AFP/Getty Images)

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Britain’s Prince William and wife Kate, Duchess of Cambridge, leave St. Mary’s Hospital in London with their son, the Prince of Cambridge. (Oli Scarff / Getty Images)

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Prince William and Catherine, Duchess of Cambridge’s new-born baby boy, the Prince of Cambridge, is introduced to the world’s media outside the Lindo Wing of St Mary’s Hospital in London on July 23, 2013. (Carl Court / AFP/Getty Images)

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The Prince of Cambridge is seated in his fride from St. Mary’s Hospital in London wherehewas born Monday. (Peter Macdiarmid / Getty Images)

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Britain’s Prince William and wife Kate, Duchess of Cambridge, leave the hospital with their newborn son, the Prince of Cambridge. (Andrew Cowie / AFP/Getty Images)

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Britain’s Prince William and wife Kate, Duchess of Cambridge, leave the hospital with their newborn son, the Prince of Cambridge. (Chris Jackson / Getty Images)

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Prince Charles, the Prince of Wales and Camilla, Duchess of Cornwall, arrive at St. Mary’s Hospital in London to visit their new baby grandson. Britain’s Prince William and his wife Kate on Tuesday thanked staff at the hospital where their baby son was born, as the world waited for a name and, hopefully, a glimpse of the future king. (Ben Stansall / AFP/Getty Images)

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Prince Charles, Prince of Wales, and Camilla, Duchess of Cornwall arrive at The Lindo Wing to visit The Duke and Duchess Of Cambridge and their newborn son at St. Mary’s Hospital in London. (Chris Jackson / Getty Images)

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A police officer tries to control people trying to take pictures of a notice proclaiming the birth of a baby boy to Prince William and Kate, Duchess of Cambridge at Buckingham Palace in London. (Sang Tan / Associated Press)

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People look through the railing of Buckingham Palace in London at a public notice proclaiming the birth of a baby boy to Prince William and Kate, Duchess of Cambridge. (Sang Tan / Associated Press)

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Carole and Michael Middleton, right, parents of the new mother, arrive at at St. Mary’s Hospital to visit the royal couple and their grandson. (Andy Rain / EPA)

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The Changing of the Guard continues as scheduled outside Buckingham Palace. International messages of congratulations poured in for the Duke and Duchess of Cambridge following the birth of the third in line to the throne. (Will Oliver / AFP/Getty Images)

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Well-wishers wave flags outside the hospital after the birth of the royal baby. (Andy Rain / EPA)

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The Tower Bridge serves as a backdrop as a 62-gun salute is unleashed from the Tower of London in honor of the arrival of the new prince -- 21 because it is a royal birth, 20 because the tower is a royal palace and 21 for the city of London, according to the BBC. (Justin Tallis / AFP/Getty Images)

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Royalist Terry Hutt reads a newspaper reporting of the birth of the newest member of Britain’s royal family outside St. Mary’s Hospital. (Justin Tallis / AFP / Getty Images)

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Self-proclaimed town crier Tony Appleton announces the birth of a baby boy to Prince William and Catherine, Duchess of Cambridge, on Monday outside St. Mary’s Hospital in London. Catherine, 31, gave birth to their first child at the Lindo Wing of St. Mary’s Hospital. Meanwhile, hundreds of royal baby-watchers, journalists and photographers waited outside in anticipation of the royal birth. (Andy Rain / EPA)

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The head of news at the royal household, Ed Perkins, leaves the Lindo Wing of St. Mary’s Hospital with the medical bulletin about the birth of the royal baby in west London. Prince William’s wife, Kate, gave birth Monday to a baby boy who is in line to inherit the British throne, Kensington Palace said in a statement. (Andrew Cowie / AFP/Getty Images)

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Members of the world’s media gather outside the Lindo Wing of St. Mary’s Hospital in London as the Duchess of Cambridge goes into labor. (Chris Jackson / Getty Images)

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A pregnant Catherine, Duchess of Cambridge meets children during an April visit to Naomi House hospice in Sutton Scotney, Winchester. (David Parker / AFP/Getty Images)

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A bookmaker’s board shows the odds for royal baby gender and names outside St. Mary’s hospital in London. (Rick Findler / EPA)

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Crowds of tourists gather on the steps of the Queen Victoria Memorial Statue outside Buckingham Palace in central London. (Justin Tallis / AFP/Getty Images)

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Members of the public gather outside St. Mary’s Hospital as the Duchess of Cambridge goes into labor. (Peter Macdiarmid / Getty Images)

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The media set up outside the hospital anticipating the birth. (Chris Jackson / Getty Images)

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Terry Hutt shows his British pride outside the hospital. (Andrew Cowie / AFP/Getty Images)

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Reporters and photographers gather outside St. Mary’s Hospital. (Peter Macdiarmid / Getty Images)

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A sea of cameras is aimed at the hospital. (Lefteris Pitarakis / Associated Press)

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Catherine, Duchess of Cambridge, attending the National Review of Queen’s Scouts at Windsor Castle in April. (Olivia Harris / AFP/Getty Images)

By Nardine Saad

Aug. 5, 2013 2:40 PM PT

Prince George is setting trends and selling them out, just like mum Catherine and late grandmother Princess Diana.

In his 45-second appearance outside the Lindo Wing of St. Mary’s hospital on July 23, the newborn king-to-be was swaddled in a bird-printed blanket that has sent swaddlers around the world into a fashion frenzy.

The blanket was made by New York-based aden + anais and comes as part of the brand’s 4-piece Jungle Jam pack, which retails for $49.95. The company’s website crashed within four hours of the new prince’s appearance, according to the Associated Press.

FULL COVERAGE: Royal baby born

On July 24, the site crashed again and after nine days, aden + anais received 7,000 orders of the blanket, which marks a 600% increase in sales, AP said. The company has also wrapped Beyonce and Jay Z’s baby girl, Blue Ivy Carter, but the attention the 2-week-old prince has brought the 65-employee company is of royal proportions.

Prince George’s merino wool christening blanket by G.H. Hurt & Co. was almost instantly on back order too, All the Rage reported.

But it isn’t that surprising that this 8-pound, 6-ounce bundle could be so en vogue. Prince George’s mom has been selling out dresses since the beginnings of her romance with Prince William, Duke of Cambridge. It’s called “The Kate Effect” and the former Kate Middleton has built a rep for a practical style sensibility by rejecting the “only wear once” notion of royal watchers. She’s also been a huge supporter of British brands and affordable garments.

PHOTOS: From Kate Middleton to Catherine, Duchess of Cambridge

Wills’ mom, Diana, was a major style icon in her day, with outfits of hers fetching thousands of dollars at auction.

The name George is also expected to see a boost in popularity with the name predicted to rise from 12th most popular name for a boy in the U.K. to fourth most popular name in 2014, according to genealogy website Ancestry.com.

But for now, rather than asking Prince George, “Who are you wearing?,” we’ll be framing that pertinent question as, “Who are you spitting up on?”

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