Nike have come under fire after England's World Cup shirts went on sale for a price of up to £90 ($150) ahead of this year's tournament in Brazil.
The company said the top price was for a limited edition shirt which was an exact copy in terms of material, fit and finish of what the players will wear. A more basic replica shirt costs £60 ($100).
Fans in London said they would be reluctant to pay so much for an England shirt.
The England shirt is usually a big seller with fans who take pride in wearing the national team jersey during major tournaments and the pricing added to broader concerns that supporters are being exploited for their loyalty.
"The anger generated by the £90 price tag for an adult England shirt is symptomatic of a wider issue of the games traditional fan base being edged out by the growing costs of being a supporter," said opposition Labour party sports spokesman Clive Efford.
The Football Association said the Nike deal helped to fund the game in England at all levels.
"The FA is a not-for-profit organisation that puts £100m back into the game every year. It is through relationships with partners such as Nike that we are able to maintain that level of investment in football," it said.