16/12/2014 16:00 GMT | Updated 20/05/2015 10:12 BST

Prince George's Christmas Tank Top Sold On EBay For Four Times The Cost Price


Prince George's Coldstream Guards tank top is changing hands for nearly four times cost price after the toddler wore one in his first Christmas photo shoot on Sunday. The Cath Kidston 'guards' jumper was on sale for £16 until it sold out three weeks ago, long before the Prince George pictures were released by Kensington Palace.

They will be back in stock in the New Year, but in the meantime, enterprising parents have started selling the tops on eBay, in plenty of time for Christmas, where bids have reached as high as £55.

Unfortunately, Cath Kidston is missing out on the 'Prince George effect' because it didn't have the tank tops on sale at the time the pictures were published.

Other children's clothing firms whose clothes have been chosen by the Duke and Duchess of Cambridge have sold so many items as a result of Prince George wearing them that the George effect has been credited with keeping at least one small business afloat.

A spokesman for Cath Kidston said the tank top was being reintroduced into the company's range as a result of its royal seal of approval.

The spokesman said: "Our Guards Tank Top, as seen on Prince George, is now sold out. Due to popular demand, we are going to look at adding it back into our range of kidswear in 2015."

There is a consolation for anyone wanting a George-themed gift in time for Christmas - pyjamas, sleepsuit and onesies featuring the same guards design are still available.

Prince George teamed his tank top with a white cotton shirt from Polarn O. Pyret, a pair of corduroy shorts by Amaia Kids – which have also sold out – a pair of socks by Amaia Kids, and a pair of black Start-Rite Jo First Walking Shoes for his latest round of photographs.

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