England's official World Cup kits have reached record prices, with an adult shirt bearing a name and number costing £104.99 on the Football Association website. A youth kit for children aged seven to 15 with name and number costs £122.98, while the full infant kit with personalization costs £64.99.

A family of two parents with one older child and one toddler would pay £397.96 to purchase England shirts for everyone plus shorts for the children. England fans pay more for Nike kits than supporters of Scotland, Wales, and Northern Ireland pay for their Adidas kits.

Nike charges £5 more for World Cup shirts for England, France and the Netherlands than for their club teams like Chelsea and Spurs. According to analysis by sports merchandise expert Dr Peter Rohlmann, manufacturing and shipping an official adult replica shirt costs about £8.50, with an additional £9.50 for marketing, licensing and distribution. A new England shirt priced at £104.99 incurs £17.50 worth of VAT, leaving a profit of about £64.49 to be split between the manufacturer and retailer according to their agreement terms.

Nike said: "We know that any price increase matters to fans, and we never take that lightly. We regularly review our product costs to make sure we're delivering the best possible performance and industry-leading innovation, while balancing rising material, manufacturing and logistics costs."

Sports minister Stephanie Peacock said: "It's a commercial decision and a matter for the FA. But I am sympathetic to fans' concerns and we do want people to think about affordability."

Nick Jones, an England Supporters Travel Club member, said: "I don't think it comes as a big surprise that they are these prices, and at least international kits last for two years rather than one season like league clubs, so you can say it's better value for money in that sense. But also wages clearly haven't kept up at the same rate as inflation so it is hitting people's purses and wallets hard. The prices of the kids and toddlers' kits do surprise me, given they use a fraction of the material, so it does feel like Nike are trying to cream a profit off those ones in particular."

In recent years the market for counterfeit shirts has increased, with fans sourcing replica kits at much lower costs from online marketplaces linked to factories in Asia. Fake kits can cost as little as £10 and are most often shipped from China.

Nick Jones said: "In the last 24 hours in the group chats I'm in links are being shared for fake kits for a fraction of the cost."