Prime minister David Cameron questions price of "very expensive" England shirts

Prime Minister David Cameron speaks during an official reception at Downing Street on September 16, 2013
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Prime minister David Cameron believes that retailers are 'taking advantage' in the pricing of the new England shirts.

Prime minister David Cameron has commented on the controversy surrounding the price of the latest England football shirt created by Nike.

An adult replica shirt of England's World Cup kit in Brazil this summer will cost fans £90 to buy, while shirts designed for children aged between eight and 15 have been given a £42 price tag.

"It's very expensive," Cameron told BBC Breakfast. "I've got an eight-year-old boy who's a massive football fan. Parents are under enormous pressure to buy the latest kit and we shouldn't be taken advantage of."

The shirts have gone on sale this week ahead of the Three Lions' World Cup campaign, which gets underway against Italy on June 14.

Prime Minister David Cameron speaks during an official reception at Downing Street on September 16, 2013
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