England Supporters Travel Club chief Nick Jones has hit out at the ‘absolutely ridiculous’ cost of a toddler’s version of the new kit.
Jones defended the £135 price tag for one of the Three Lions’ shirts, but made sure to point out where things get too expensive.
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England released their new strips for the 2026 World Cup last week, but have received some backlash for the prices.
eSPORTY Breakfast host and former Three Lions striker Gabby Agbonlahor complained: “If I wanted to go and get my four kids and myself the new England jersey…just the £670.
“You’d be asking to put it on a credit card because you can’t afford that at the moment.”
Co-host Ally McCoist then quickly added: “It’s ridiculous.”
But Jones, who is a member of the England Supporters Travel Club, a group that receives priority access to match tickets and exclusive access to away and tournament games, clarified the cost.
“One thing on the kits I would say is, there’s lots of talk about £135 being the top price, that’s for the players’ shirts, the one with the nice premium materials, the breathable kits,” he explained.
“That’s not the replica kit, that’s obviously cheaper…the £135 one is there for the minority who want the same shirt as the player.
“It might make a good collector’s item further down the line, the £135 one, I think we should put it to one side and focus on the others.”
However, Jones then did go on to criticise the prices placed on the other shirts, including a whopping £65 for a toddler’s shirt.
He continued: “But if you look at the replica ones, it’s £90 for adults… I’ll be honest, it’s expensive.
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“If you look at how wages have increased, or maybe not increased, it’s more and more out of reach, although I’m not surprised by it.
“I think the kids and toddlers shirts though, are absolutely ridiculous… you’re looking at £65 for a toddler’s kit, £70 for a child’s shirt, it’s going to be a fraction of the material of an adult one.
“I think that’s where Nike are making their money, not necessarily on the adult ones.”
Cost to attend the World Cup
Jones was then asked what it will likely cost England fans to go to the USA to watch the World Cup action this summer.
Supporters will, of course, have to cover travel, accommodation, match tickets and food whilst attending.
“How long is a piece of string?” he quipped at the question.
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“If you’re basing it off the group games, you get cheap tickets, flights on top of that, you’re probably looking at £2000-£3000 at the cheaper end of the scale.
“If you manage to get the $60 tickets and reasonable flights and accommodation, you’re probably looking at that.”
England’s new kits
The new England home shirt is a modern version of the classic white top, with a Three Lions design embedded into the fabric.
The words ‘Happy and Glorious’ are on the inside of the collar, while a gold star will be above the badge for the first time in 13 years.
As for the away kit, England will wear a red shirt with a centralised badge, accompanied by black shorts and red socks.
There is also a pattern in the fabric featuring a blend of lions and stars from the crest, with navy sleeve and neck cuffs, as well as a navy stripe on the side.
