The Obama family's fashion sense may pay dividends for JCrew. A day after Malia and Sasha donned coats designed by the company for their dad's inaugural, heavy customer traffic repeatedly crashed its website, Politico reports. Alas, the colorful coats were made especially for the girls and aren't available to the public—it's a safe bet they will be soon—but the site ever so helpfully steers visitors to similar styles.
The company—it says the Obamas paid full price—is trumpeting its White House connection and getting a "once in a lifetime" marketing gift, an equity analyst tells Time. Michelle, who notably gave the company a plug on Leno, has long been a fan and wore JCrew gloves to the big day. And, like it or not, Malia and Sasha have clout. "We are going to want to know what they eat, read, watch and wear," said a retail expert.