Hard-up families feel they are left with no choice but to buy 'knock off kits' for their children because of the soaring cost of football shirts, the government's cost of living tsar has warned21:54, 20 May 2026British families feel 'forced' to buy counterfeit football shirts due to the 'completely unaffordable' price of official kits, the executive chairman of supermarket giant Iceland has said.‌Lord Richard Walker, who was appointed as the government's cost of living tsar in February, told the House of Lords the soaring cost of licensed merchandise was pushing parents towards "knock off kits", which are not tested for dangerous materials and are often made in "unregulated sweatshops".‌He urged ministers to put pressure on the Football Association and kit-makers to reduce prices after replica England kits went on sale for nearly £90 ahead of this summer's World Cup.‌READ MORE: Hotels fear World Cup washout with high prices and political backdrop putting off fansREAD MORE: World Cup fears over deadly Ebola outbreak as FIFA release statementSports minister Baroness Twycross said the Government would not act, but said it "shared concerns over costs".Speaking in the House of Lords on Wednesday, Lord Walker said: "Many families are now being forced to turn to counterfeit kits because the official versions have become completely unaffordable.‌"This raises serious issues, not only of consumer protection because of poor quality but also the many investigations which have shown that the knock-off kits are produced in unregulated sweatshops where workers face severe exploitation."Therefore will she consider whether the Government should pressure both the FA and big brand manufacturers to work with them and develop clearer guidance and protocols on supply and profit margins?"Sports minister Baroness Twycross had said: "While we recognise and share concerns over costs, setting prices remains a matter for manufacturers and the respective football associations. We do encourage them, however, to ensure kits are affordable, particularly for children."‌On the Football Association's website, England's home, away and goalkeeper adult-sized shirts, made by Nike, are for sale for £89.99. Meanwhile Scotland, who have qualified for next month's World Cup for the first time in 28 years, have their home shirt for sale for £75.The World Cup, in North America, starts next month. Meanwhile Scotland, who have qualified for the World Cup for the first time in 28 years, have their home shirt for sale for £75.Article continues belowClubs also came under fire from peers, as Tory Lord Ranger said: "As a football fan and one with two small boys who I have to continually provide kits for, even if they are Spurs kits and the season hasn't been the best, the problem we have is the naked commercialisation of clubs, when it comes not just to one kit, but to multiple kits, plastered with sponsors from multinational companies, so there is vast revenue coming in from these kits anyway." Baroness Twycross said she was not aware of the independent football regulator's position.The Mirror has contacted the FA for comment.