The reason, he explained, has everything to do with Utah's 6-0 record.

"Everybody," he said, "loves a winner."

It remains to be seen if this crimson tide at the register will help the University of Utah overtake its biggest rival in the national rankings — not the AP or coaches poll but the Collegiate Licensing Co.'s top-selling universities list. BYU currently ranks 45th for royalties reported between July 1 and Sept. 30. The Utes weren't listed among CLC's most recent Top 50, coming in at 51st behind South Florida and Army.

For the fiscal year of July 1, 2003, to June 30, 2004, BYU finished 46th in sales (down from 41st in 2001), while Utah came in 49th place.

Derek Eiler, Collegiate Licensing's chief operating officer, believes Utah's success should give them a "true bump" — perhaps even leapfrogging BYU — when this fall's numbers are accounted for in three to six months. But while "winning is a leading factor" in sales, he pointed out that size of alumni base, school colors, TV exposure and availability of the retail product all play into overall product power.

One side-effect problem for the U. has been an increase in knock-off merchandise sales, such as towels and hats. Some vendors are illegally hawking products that aren't licensed but still use the Utes trademarked name and/or images, including the circle and feather mark, the U., interlocking U.'s, the U. of U. mark, the words Utah, University of Utah, Utes, Running Utes, Lady Utes and even the names of the mascot (Swoop) and the student section (The Muss).

"Right now, everybody wants a piece of Utah's action, so to speak," Hinckley said.

Ute faithful have plenty of choices at the bookstore — from hoodies and beanies to six-foot microsuede collegiate LoveSacs (invented by a U. alum, by the way) to trailer hitch covers to anti-BYU lights to, well, women's unmentionables (OK, we'll mention them: U. thong underwear for $12.99, shorties for $14.99 and camisoles for $16.99).

"Anything with red on it" sells, Girton said.

"I came all the way from Montana to buy U. of U. stuff," said Utah grad Erik Dewitz, who now lives in Missoula. He and some old frat pals visited the bookstore to stock up on Ute garb, including one item from the unmentionable rack, prompting some friendly pal razzing and a plea, "Let's keep this quiet."

(Don't worry, it's our secret.)

Josh Smith, a golf pro from Los Angeles and a former U. Phi Kappa Alpha member, headed to the register with $85 worth of goods: two T-shirts, a sweatshirt and a hat. The California resident said buying Utah merchandise is "like bargain shopping" compared to prices of USC and UCLA stuff. He hopes to use the purchase to spread the good word about the Utes, too.