While Rob and Craig understand the logical "creep" of costs—from inflation to technical innovation—the verdict remains complex. While the logistics (shipping, licensing, and materials) explain where the money goes, many fans feel the price has reached a "breaking point" that risks pricing loyal supporters out of the game.

For the 2026 tournament, there are stricter mandates regarding the use of recycled materials and carbon-neutral shipping. While better for the environment, Craig notes that "sustainability is expensive." Using recycled polyester and ethical labour practices increases the base cost of production compared to traditional, less-regulated methods.

A significant portion of the £135 does not actually go towards the fabric or manufacturing. It is a "tax" created by the licensing deals brands sign with federations (like the FA). Brands must pay huge sums for the exclusive right to produce official merchandise, and these costs are ultimately passed [...]

The journey from factories in South East Asia to UK retail shelves has become increasingly expensive. Craig Buglass highlights the "landed cost"—which includes rising fuel prices, shipping container shortages, and port delays—as a major factor that forces brands to increase the RRP (Recommended Retail Price) to maintain their margins.

The £135 "Authentic" version is a performance-grade garment featuring the exact technology used by players on the pitch, such as advanced Aero-FIT fabrics and texturised, engineered graphics. As Rob and Craig note, production costs for these high-spec materials have climbed significantly. The "Stadium" version (£89.99) is designed for casual wear [...]