Euro 2024 is now underway and one of the tournament favourites England are gearing up for their opening group-stage fixture against Serbia on Sunday.

The Three Lions unveiled their new home and away kits at the end of March, prompting a swell of controversy that even saw the Prime Minister weigh in before they were worn for the first time in friendlies against Brazil and Belgium at Wembley Stadium.

Here, Sports Mole takes a closer look at the design of England's new kits, how much they will cost and where you can purchase them.

England's new kit design and the controversy behind it

The new England kit is the seventh manufactured by sportswear giants Nike, who have been in partnership with the Three Lions since 2013 and have a contract until 2030.

Nike describe the new home kit as 'a modern take on a classic white strip' and the trim on the cuffs - a bold purple colour that mixes traditional reds and blues - are inspired by the training gear worn by England legends of the past.

Meanwhile, Nike say they have reimagined iconic kits from the past and have merged classic reds and blues to put a modern twist on the new eye-catching purple away kit. The graphic side panels feature seven different colours to 'pay homage to England's forward-thinking fashionistas'.

All of England's authentic 'Match Shirts' are made with Dri-Fit ADV (advanced) technology, a moisture-wicking fabric for quicker evaporation to help players stay cool and dry for 90 minutes and beyond. The new kits are also designed to maximise breathability and mobility zones to meet the needs of modern players.

The overall design of England's new kits have received plenty of plaudits from senior international of both the men's and women's teams.

Arsenal duo Bukayo Saka and Alessia Russo have said that both strips are "ten out of ten", with the former adding: "It is unbelievable. I think this is the best kit we are going to wear and that I will have worn. It has a classic look and the collar is top. It is a very beautiful shirt."

Gunners midfielder Declan Rice agrees, saying: "This shirt is cold, it's sick. This kit is a ten, a classic. It is proper retro; it feels like the 1966 kit," while Manchester City's Phil Foden has labelled the new kits as his "favourite" so far.

However, one small detail has received widespread criticism. Nike have caused outrage among England football supporters as the traditional St George's cross has been altered to a multicoloured version (navy, light blue and purple) placed on the back of the neck of each shirt.

The controversial change has been criticised by Prime Minister Rishi Sunak, who has said that the traditional red cross on England's kits 'should not be messed with'.

"When it comes to our national flags, we shouldn't mess with them because they're a source of pride, identity, who we are, and they're perfect as they are," said Sunak.

Labour leader Sir Keir Starmer, meanwhile, has slammed both Nike and the Football Association for changing the "unifying" St George's flag and stated earlier this year that all England's kits should be recalled and changed.

"I'm a big football fan, I go to England games - men and women - the flag is used by everybody," said Starmer. "It unifies, it doesn't need to be changed. We just need to be proud of it. I think they should reconsider and change it back."

Former Premier League manager Harry Redknapp has blasted the decision as "an absolute disgrace", adding: "I've seen plenty of own goals in my time, but this has to be the worst ever", while Three Lions boss Southgate has insisted that "if it's not white with a red cross it's not the St George's flag."

Nike have since defended their "playful update" of the St George's cross and have insisted that it was "never our intention to offend" anyone by changing the colours.

"We have been a proud partner of the FA since 2012 and understand the significance and importance of the St George's cross and it was never our intention to offend, given what it means to England fans," a statement read.

"Together with the FA, the intention was to celebrate the heroes of 1966 and their achievements. The trim on the cuffs takes its cues from the training gear worn by England's 1966 heroes, with a gradient of blues and reds topped with purple. The same colours also feature an interpretation of the flag on the back of the collar."

Nike and the FA have also been heavily criticised for the prices of each kit, with Southgate acknowledging that buying a new kit would be "a huge commitment" for some families.

How much is an England kit? Where can you buy it?

The men's version of the new kit has been available to purchase across all men's, women's and kids' sizes since March 21, while versions of the women's kit were put on sale in June.

All England kits are available to purchase from the official stores and websites of both England and Nike, while other retailers including Sports Direct and JD Sports have the new kits in stock, although their prices may vary.

The England Match Shirt - the authentic one worn by players - is priced at a whopping £124.99 (without player name and number printing) and the England Stadium Shirt - a classic 'fans' shirt - will set you back £84.99. Both of these kits cost £10 more than they did ahead of the 2022 World Cup.

Remarkably, the cheapest kit from the 2024 collection is an Infant Mini Kit that is priced at £49.99! The men's and women's shorts alone are priced at £44.99, while the latest socks are valued at £17.99!

England Home Match Shirt 2024
• England Store: £124.99
• Nike: £124.99
England Home Stadium Shirt 2024
• England Store: £84.99
• Nike: £84.99
England Away Stadium Shirt 2024
• England Store: £84.99
• Nike: £84.99
England Goalkeeper Shirt 2024
• England Store: £84.99
• Nike: £84.99
England Women's Home Shirt 2024
• England Store: £84.99
• Nike: £84.99
England Women's Away Shirt 2024
• England Store: £84.99
• Nike: £84.99
England Kids' Home/Away/Goalkeeper Shirt 2024
• England Store: £49.99 - £64.99
• Nike: £49.99 - £64.99