On a recent morning, hundreds of Thais lined up outside one of Phufa`s Bangkok branches. First in line was Rose Tarin, a 56-year-old civil servant who had been camped out since 4 a.m.

The shop sold 40,000 pink shirts in November and 20,000 more are being produced ahead of the king`s birthday, said a Phufa spokeswoman, Katevalee Napasab.

Bhumibol has not reacted to the phenomenon or explained his sudden penchant for pastels. The royal palace says it does not comment on sartorial matters.

Mystical and astrological beliefs are entrenched in Thai culture, and some people believe each color carries special meaning. Others say the king is trying to cheer up his subjects.

"Thai people are so worried about the king," said Suchada Kiranandana, president of Bangkok`s Chulalongkorn University who is also affiliated with Phufa. "When he came out of the hospital in a bright, warm color, the people were so happy. I think the king is trying to please the people."

The king`s tailor, Sompop Louilarpprasert, doesn`t see what the fuss is about.

He says the king has worn colorful blazers in the palace for years, even if he appeared in public in gray and navy blue.

At his shop, Sompop proudly displayed the fabric requested for the king`s birthday suit -- a light gray wool with faint pink pinstripes.

"This will be very elegant for his birthday," he said. "Much better than a pink jacket."