A certain little Prince has caused production to go into overdrive at Early Days!

Children’s clothes rarely steal headlines and create shopping frenzies in the way red-carpet dresses and accessories can – but one baby boy’s outfits were always going to be the exception. Every time Prince George is filmed or photographed, whether it’s held in his parents’ arms, enjoying himself on tour Down Under or celebrating his first birthday last month, the race is on to identify the brands the future King is wearing.

When he was seen wearing Early Days Alex shoes in April this year, demand for these lovely T-bar pram shoes from the Leather Collection, along with others in the catalogue, went through the roof. The Alex design certainly reflects the classic but contemporary style that has always been chosen for Prince George. And, of course, Early Days shoes have been proudly made in Britain since 1952 – the year the Queen came to the throne. Surely the perfect fit for young Royalty!

With the huge media coverage that accompanied Prince George turning one in July, orders for Early Days styles soared again, quickly exceeding the maximum capacity of the company’s production line in Leicester.

The Early Days management acted immediately, launching an ongoing recruitment campaign to bring additional skilled staff on board, and looking at other options for increasing production without compromising on the craftsmanship or exacting standards that the brand has been built on.

Early Days is delighted to have added some talented new employees to the team but, with very specific skills required at a high level, has not been able or willing to rush the process. Fortunately, the good relationship forged recently with another Leicester company has also allowed some operations to be subcontracted, a move that has already helped to boost output. The result will be seen more clearly over the coming weeks as, with everybody’s determined efforts, capacity is significantly higher and bottlenecks are cleared.

Early Days regrets the extended delivery dates that were necessary to meet the surge in demand and thanks all its customers, old and new, for their understanding. Any additional wait will have helped to ensure that every single pair of Alex shoes has been shown the same care and attention as those on Prince George’s feet.