Call it guerrilla chic -- eager buyers are snapping up the fiery red, gold and black KLA logo on everything from keychains to shorts, baseball hats to brass wall plaques.

``Every day I sell at least 10 KLA items,'' Piro Thanasi said in his tiny shop, as two young boys at the counter pleaded with Mom to shell out for 10-dollar T-shirts bearing the rebel insignia. ``Before, nobody really knew who they were. Now everyone wants something from the KLA.''

That kind of demand is astonishing in a country where $ 100 a month is a princely salary and people rarely splash out for non-essentials. But the NATO air campaign in defense of the Kosovar Albanians has made the KLA cause more than just a human-rights issue -- it's a mini marketing phenomenon. ``I sell retail and I sell wholesale,'' said Edmond Peshkopia, proudlydisplaying an array of KLA merchandise at one of his five shops in downtown Tirana. Peshkopia said he sometimes sells in quantities of 500 or more to other merchants keen to cash in while the KLA is ``hot'' -- in other words, before an international agreement is reached on Kosovo, and the KLA remains at war. He added that he can charge as much as three or four times the wholesale cost at his street-front kiosks, which he said sell about 300 KLA products every week. ``Business has been bad here for years. There's not much tourism. But with the KLA, there's money to be made,'' he said. Very little of that money, if any, actually finds its way to the KLA -- rebel insurgents, after all, don't get to copyright their logos.

Instead, the guerrillas' distinctive insignia -- featuring the Albanian flag surrounded by their acronym in Albanian, UCK -- is stamped out in back rooms and private houses by hustling entrepreneurs.

``You see all these patches? I make them at home,'' said Peshkopia. ``I can make as many asyou want to buy. The only problem is with complicated embroidery work on the bigger patches or large pennants with fringes -- those I have to import from Istanbul.''

Thanasi, who only has one shop, said he buys his KLA merchandise from the proverbial travelling salesman who visits his store to resupply the inventory once a week. ``He comes in to see what I need. The problem is that so many shops have KLA stuff now. It's hurting sales,'' he said. But business still appears to be brisk. After some high-decibel pleading from her boys, Mom gives in and buys a T-shirt for each. ``I know I shouldn't say it,'' he says after they leave. ``But the war is good for business.''