England's new World Cup strips went on sale today at unprecedented prices, marking them as the costliest in the national team's history.
Supporters wishing to purchase an adult match shirt must now part with £134.99, representing an eight per cent rise compared to the equivalent Euro 2024 jersey, which retailed at £124.99.
This increase is roughly double the inflation rate over the intervening two years, according to Bank of England calculations.
The standard stadium version has also climbed nearly six per cent to £89.99.
England kits have creeped up in price at record-breaking levels
|ENGLAND STORE
At the 2022 World Cup in Qatar, fans paid £114.95 for a match shirt and £74.95 for the stadium alternative.
Young supporters face equally steep costs, with junior match editions priced at a substantial £114.99.
Even the more affordable stadium shirts for children come in at £64.99.
Parents hoping to kit out their youngsters fully should brace themselves for considerably higher bills.
Those wishing to add a favourite player's name and number to the back can expect to pay up to an additional £60.
England kits have soared in price ahead of the World Cup
|With children often eager for the complete ensemble, families could find themselves spending well over £170 for a single junior match shirt with personalisation.
The stadium shirt, shorts, and customisation would similarly stretch household budgets during already challenging economic times.
Supporters have reacted with fury to the pricing, taking to social media to voice their displeasure.
"The pricing is obscene these days," one fan declared.
Another described the costs as "hilarious prices for a football shirt."
One particularly frustrated supporter suggested Nike should "divide those prices by 4 and I might consider."
The backlash comes as British households continue grappling with a cost-of-living crisis, with energy bills set to rise further in the coming months.
Prime Minister Sir Keir Starmer has himself criticised the expense, calling on the Football Association and Nike to "reduce the price of the shirts."
The new design has abandoned the controversial multicoloured interpretation of the St George's Cross that provoked considerable backlash when unveiled for Euro 2024, including criticism from Sir Keir Starmer himself.
Nike has replaced the purple, blue and red motif with the phrase "happy and glorious" inside the collar, a nod to the national anthem God Save the King.
England's last kit has caused controversy with Nike tweaking the colours of the St George's Cross | ENGLAND/NIKEThe sportswear giant describes the strip as a "modern all-white design that honours England's heritage," whilst the away kit returns to red after two years in purple.
Thomas Tuchel's squad will debut the new home strip against Uruguay this Friday, before facing Japan next Tuesday.