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@Regal
Wow, guess you totally found them out, huh? I'm sure the design, materials research, sourcing, prototyping, testing, printing, manufacture*, branding, packaging, distribution, and promotion are all completely free, their premises, staff and equipment are free, their returns and repairs service doesn't cost them anything to run and retailers definitely don't add 100-300% markup.
In the real world, £300 is pish all for that jacket.