He’s a tiny trendsetter.

By Samantha Zabell
Updated June 23, 2015
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Prince George Crocs
Credit: Max Mumby/Indigo

If you want to dress like royalty, you probably take your cues from Duchess Kate Middleton. But if you want your child to dress like royalty, you’ll follow the (tiny) footsteps of Prince George. People in England call it the “Prince George effect”—anything he is seen wearing becomes an instant must-have, with spikes in sales and sold-out merchandise. At one point, he even had a website, WhatGeorgeWore, that tracked his outfits and let fans know where they could purchase items for their children. His latest fashion statement? Crocs.

Prince George was spotted in the popular rubber clog at England’s Beaufort Polo Club, and Women’s Wear Daily reports that Amazon.co.uk saw a 1,500 percent increase in sales of the shoe, as parents raced to dress their own toddlers like royalty, from head-to-toe. (You can find a similar version of the sensible style—perfect for an active toddler, royalty or not—here.)

The prince has been a trendsetter almost since birth. In his first appearance, he emerged from the hospital in a bird-covered swaddle blanket from New York-based aden + anais, and the company received so many orders within four hours of the prince’s appearance that the site crashed. In the following nine days, the company received 7,000 orders for the blanket, reporting a 600 percent increase in sales.

Even his name is highly coveted—after his birth in July of 2013, George became the 10th most popular baby name for 2014 in England and Wales (his sister has had similar influence—Charlotte is currently rising in popularity in the U.S.).

Daniel Silverfield, head of vendor management for footwear at Amazon.co.uk, told WWD, “Once again, Prince George proves there’s no age limit on being a fashion icon.”