That's no ordinary baby blanket.

Southern Living Kate Middleton Royal Baby Blanket
Credit: BEN STANSALL/Getty Images

He's only a few hours old, and Prince William and Kate Middleton's newborn son is already abiding by royal tradition.

When the Duke and Duchess appeared on the steps of the Lindo Wing at St. Mary's Hospital on Monday evening, eagle-eyed fans couldn't help but notice that their infant son was wrapped in a very familiar white blanket.

Like his family members before him, the latest member of the royal family (we're still waiting patiently on his name) was presented to the world in a white GH Hurt & Son Ltd shawl. The Nottingham-based "Shawl Factory" has been spoiling the family's newborns with knitted baby blankets for 69 years, starting with the Queen and husband Phillip's welcomed Prince Charles back in 1948. Since then, Princes Harry, William and George and Princess Charlotte were all wrapped in similar blankets from the luxury brand.

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The shawls are available in a variety of colors and patterns, and cost between $50 and $130. Shop them here before they sell out!