Frustrated supporter Phil Rushforth has called for Sheffield Wednesday to sort the ongoing delays with the sale of the club's new kit, labelling the situation a 'fiasco'.
The Owls' 2018/19 kit was due to go on sale as part of the Owls in the Park celebrations in Hillsborough Park on July 1 but only infants, ladies and the limited edition Pro-Fit - the same as the players will wear and priced at £99 - are available.
And as the delays threaten to overshadow Wednesday's pre-season for a second consecutive year, Mr Rushforth called for the club to find a solution as soon as possible.
The lifelong Owl, who has had a season ticket for 38 years, said: "No wonder other Owls fans are up in arms. It's been a complete joke all way round, yet again.
"I will not swear, but SWFC is taking the proverbial 'Michael'.
"It just needs someone to come in and sort it out because it's turning into another fiasco. I know in the grand scale of things, it's not a big issue but it happened last year and they are missing loads of business."
Wednesday had a 'soft launch' of the new kit at Owls in the Park but there has been no update from the club about when the 2018/19 men's home shirts, which has seen the club return to its famous blue and white stripes, will be on sale.
It comes after Wednesdayites weren't able to get their hands on last season's kit until September - more than six weeks after the start of the 2017/18 campaign.
When The Star visited the club's online shop, the only men's shirts on are the Pro-Fit shirts, priced at £99 - the standard kits were not shown online.
Mr Rushforth said: "Shirts at a cost of £99 from the same supplier is absolutely ridiculous - who has decided this for a Championship side?
"The price is ridiculous and insulting to SWFC supporters. I will not buy any merchandise from Wednesday again."
The Star understands the club will put the men's home shirts on sale when they have sufficient stock to satisfy demand.