Chelsea unveiled the club's strip for 2016-17 live on Facebook on Wednesday.
The home shirt, manufactured by Adidas, will cost £90.
-- adidas UK (@adidasUK) May 4, 2016
But if fans want to add a player's name and number as well as the Premier League logo on the sleeve, not to mention the official shorts (£30) and socks (£13), then the price tag will come up at nearly £150.
There was a mixed reaction on social media, from the kit being labelled as "looking like a set of children's pyjamas" to more serious comparisons that the cheapest season ticket at Barcelona is around £74. Former England international Stan Collymore was incensed by the price.
£101.95 for a football shirt.
Absolute madness. Pure greed. pic.twitter.com/G106FZQyeZ
-- Stan Collymore (@StanCollymore) May 4, 2016
Here, we take a look at how the Blues' new prices compare with some 2015/2016 Premier League replica kit currently available at other clubs' online stores.**
Full cost £116.
Men's home shirt (£55), name, number plus Premier League badge (£24), shorts (£25), socks (£12).
Full cost £114.
Men's home shirt (£60), name, number plus Premier League badge (£17), shorts (£25), socks (£12).
Full cost £108.
Men's home shirt (£50), name, number plus Premier League badge (£21), shorts (£25), socks (£12).
As for the newly crowned champions... well, the online club shop says "sorry, there were no products found in your search criteria".
Guess there must have been a last-minute rush... can't think why...
** highest price listed, not including any current sale discount offers. Figures rounded up.