A major retailer of the new England shirts has revealed the company has set a new unpopular record in kit sales amid fury caused by the altering of the St George's cross.
Kit maker Nike faced outrage from supporters after revealing England's next strip - that will be worn at the upcoming European Championship - had seen the traditional emblem changed to a multi-coloured design.
Gareth Southgate somewhat sided with complaining fans over the change and JD Sports CEO Regis Schultz commented on a new record that hasn't been seen before.
He explained that the Three Lions strip has seen more away shirts sold than home tops, but did admit that sales have only been trading for a short amount of time.
Nike revealed the new kit earlier in the month and the usual trend for JD see's home strip sales usually outweigh purchases of its away counterpart - in this case a dark blue attire.
Commenting on the new record, Schultz told The Sun: 'It has only been two or three days of trading and so far it has been ok.
'But the one thing we are seeing is that the away shirt is selling better than the other one, when usually it would be the other way around.'
He continued to offer a potential reason for the lack of home shirts being sold by explaining the amount of shirts ordered is also a bigger order than what is usually made.
'It is early days. We have more shirts than normal, we had a bigger order so that might be why,' said Schultz.
England debuted their new kit in recent friendly clashes against Brazil and Belgium that saw Southgate's tournament preparations end with one defeat and one draw.
The hot-topic of Nike's controversial shirt design is expected to continue as the Three Lions edge closer to the European Championship in Germany that they are favourites to win.
The much-criticised changes to the England cross that have been altered to feature navy, light blue and purple to the traditional red cross, were approved in the summer of 2022.
Further issues with shirt sales have also been aimed at the pricing of tops with the shirt alone costing up to £125.
The stadium version comes in at £84.99 for adults and £64.99 for children while the match replica version is £124.99 and £119.99 respectively.