Multiple reports say football fans in the UK are being charged as much as £90 for replica shirts. The coverage highlights that the price level is a concern for shoppers and may affect how supporters buy official merchandise. One outlet quotes consumer expert Scott Dixon, who argues that fans should respond by refusing to pay inflated prices, framing this as a way to exert pressure through spending choices rather than through official channels. The articles do not suggest that replica shirt pricing is uniform across brands or clubs, but they indicate that high-end pricing can apply to certain official merchandise lines. Overall, the story focuses on the cost of replica shirts and the consumer impact of those prices, including the potential for fans to reconsider purchases when costs rise. The reports present the issue as a pricing and consumer-behaviour concern rather than a change in club or league policy, emphasizing what shoppers may face at point of sale.