A community-based knitting group has become inundated with orders after the Duke and Duchess of Sussex’s son Archie wore one of their hats.
Make Give Live is a social enterprise knitting business based in New Zealand.
Seven-month-old Archie wore a hat made by the organisation in a recently revealed photograph.
The photo, believed to have been taken in Canada by Meghan Markle, shows Archie in the arms of his father. Both are dressed for winter in coats and knitwear.
The image was shared on the @SussexRoyal Instagram account on New Year’s Day as part of a video reflecting on the family’s year.
In the wake of the social media post, orders of the hat have increased tenfold.
The Duke and Duchess of Sussex were gifted one of Make Give Live’s hat during their visit to New Zealand in 2018 when Meghan was pregnant.
It’s believed the Duchess purchased two more hats herself - and it was one of these which Archie wore for the photograph.
The group’s founder, Beckie Smith, told the BBC it came as a “complete surprise” that the young royal wore the hat.
“We had no idea it was going to happen,” she told the broadcaster, explaining that she first became aware after a member of her knitting group showed her the picture.
It was only after Archie wore the hat that Smith learned they had received an overseas order from an address in Windsor, where the Sussex family is based.
The group has since been inundated with orders – receiving 450 in the days since the photo was shared.
It typically receives 45 orders a month.
Smith added that she hadn’t suspected the post would prompt an overwhelming increase in sales.
“I don't think we realised what the impact would be in terms of sales. It was just lovely to see our hats being posted and being able to spread our message.
“We weren't really prepared for the sales that came with it... it just took off like crazy.”