Camden Council has seized more than £400,000 in counterfeit football kits as the World Cup 2026 gets underway. The 4,425 kits were confiscated from the streets of north London in just three months, from February 2026 to May 2026.
Raids on Camden Market
There have been a series of raids on shops in Camden Market in recent months over concerns that rogue sellers were ramping up the sale of counterfeit goods ahead of the World Cup. Freedom of Information requests by casino.org have revealed that as many as 10,000 phony football strips have been confiscated in Camden Market between January 2025 and now.
Health and Safety Risks
Counterfeit kits and jerseys have been said to contain harmful toxins, with football fans warned to only purchase from official sellers. Wearing counterfeit strips can carry potential risks due to containing hazardous materials, but are also often linked to modern slavery and human exploitation.
Rising Prices Drive Fans to Fakes
However, the rising price of football kits, particularly World Cup kits, has pushed fans into buying counterfeit versions. According to data analysed by the BBC, an average England strip for an adult could set you back as much as £104.99. A kit for older kids is even more at £122.98, while parents can expect to pay around £69.99 for younger kids.
Campaigns for Two-Year Cycles
Campaigns for two-year cycles on football and training kits have been widespread, and even endorsed by the Football Supporters’ Association, according to Metro. Brentford FC already operates two-year cycles on its kits.
Broader Crackdown
British Border Force has also seized almost 2,500 counterfeit football-related merchandise in the first four months of this year, of which 842 items were England football shirts.
Official Statement
Cllr Camron Aref-Adib, Cabinet Member for Finance and Cost of Living, said: "We recommend football fans buy their kit from official stores ahead of the World Cup - while you may think you've found a bargain, counterfeit clothes are often poorly made with hazardous materials. Our trading standards team will continue to seize counterfeit trade to ensure our borough remains a safe and fair place to shop, live and work."
