The producers of the new England shirt have come under fire for refusing to supply supermarkets.
Umbro launched the new kit with most outlets selling it for £39.99.
But Asda accused the company of ripping off fans by refusing to supply to supermarkets.
A spokesman for the store said: "It's about time Umbro played well and stopped being snotty. Once again football fans will be ripped off.
"In the past they have chosen not to deal direct with us and we have had to go to the grey market.
"So long as Umbro is selling the kit wholesale at a good price it shouldn't matter what the retail price is."
Football fans also complained that the new shirt was too expensive.
Pete Sampson of www.cfcnet.co.uk - Chelsea supporters' website - said: "Buying football shirts gets very expensive especially when you put the away shirts and club tops on top of it.
"£40 is definitely a lot of money for a shirt. It's the same price as a designer shirt almost."
Umbro argues that it has no control over the price at which retailers-sell the tops. It said the shirt was the most hi-tech design yet, with the new 'Trilogy' fabric, developed to 'control the microclimate between the skin and the shirt'.
But Phill Gatenby, of the Football Supporters' Federation, called on the company to provide different versions for players and fans.
"The players will need the technology but give us the same design without it for £20 and we will happily wear it in the pub or at the match."
Umbro refused to comment directly on the pricing complaints.
Jonathan Hill, commercial director of the FA, said: "The FA and Umbro always work very closely together to develop the best possible kit.
"Yet again, I think the new playing kit has pushed the boundaries of technology to give the players every possible advantage, while the design remains absolutely true to England's heritage."
Cost of a shirt...
Sports World: £31.49
Soccer Scene: £35.00
JJB Sports: £36.00
JD Sports: £39.99