Cut-price clothing went on sale in York today as the city joined the supermarket fashion price war.

Local Tesco supermarkets were selling so-called "grey market" football strips in a direct challenge to manufacturers of top brands, who they claim want to fix prices high.

The move puts York at the forefront of a national campaign by the supermarket chain to push down prices for designer goods.

And it comes as Tesco and another supermarket launched a related campaign against a European Union ruling outlawing cheap imports from outside Europe.

ASDA has also joined the fray, with its Wakefield store opening a "grey market" stall selling cut-price branded clothing from today.

An ASDA spokesman said the grey market stall at Wakefield could be extended to other stores, including Monk's Cross in York.

At Tesco's stores in Clifton Moor and Tadcaster Road, Liverpool and Manchester United strips today went on sale for £33 - the usual price is £45.

The club's home strips have been sourced from unauthorised dealers in Europe.

Tesco commercial director John Gildersleeve said the company was forced to source goods from unauthorised outlets after brand owners Umbro and Reebok refused to allow their goods to be stocked on supermarket shelves.

"These are the very latest kits, but without the premium prices," he said.

"Despite the huge support from customers we've been denied official supply from the brand owners so the European grey market has again been our source.

"Now fans don't have to pay ridiculous prices to stay up-to-date."

ASDA was today bussing customers in a stylish 1958 coach from outside the Harvey Nichols store in Leeds to a new discount designer superstore in Wakefield.

Top-name brands such as Versace handbags and Trussardi ties were on sale at half price in a direct challenge to the EU ruling.

ASDA deputy trading director Justin King said: "We have tried to obtain official supplies of designer products but our requests always fall on deaf ears - despite the fact that brands are happy for their products to be sold on airline trolleys, by mail order or even on the Internet.

"However, the law remains unclear. We hope that manufacturers will put customers first and not use the ruling to prevent shoppers getting their discounts at today's grey market sale."

see COMMENT 'Counter attack is welcomed'

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