A Kiwi social media personality best known for his videos about hunting and fishing has created a flurry on Facebook after taking a stab at the price of school uniforms.
Josh James, better known as Josh James Kiwi Bushman, posted a video on Wednesday afternoon which expressed his shock at the cost of his son's school uniform.
Filmed at The Warehouse in Greymouth, the video shows James in the uniform aisle where he voices his "10 cents on the price of school uniforms in New Zealand".
"It's bloody ridiculous," he said. "$14 for a pair of socks, and how much is it for a jersey? Holy crap $40 and $53.99 for a basic, cheap fleece jersey.
"Somebody is making a killing on this. I don't know who is making the money but someone is making an absolute killing making school jerseys. What a rip off," he said.
James directed a question to viewers asking whether "the price of school uniforms for kids is outrageous, or outrageous?".
In a 24-hour timeframe the video gained over 13,000 views, with people all over New Zealand, and the world, expressing their kindred opinions.
Speaking to the Herald James said he was stirred to create the video as he "couldn't believe how much kids' uniforms were".
"I think it is ludicrous. They are selling basic fleece jerseys for $53 which can be made for cheap as chips, in NZ or China, where they bulk buy them from.
"Yet several aisles away there were other fleece jerseys, that were a different colour than the school uniform ones, for cheaper - around $9 to $15."
James said he felt school uniform companies were marking up prices on purpose.
"They are marking the prices up and taking away all items that are similar - that people could buy for cheaper - so they have to buy the ones that are marked up.
"The kids are not allowed to wear any other clothes apart from their school uniform, and they get told off and sent home if they do. I understand the whole uniform thing, that it is conformity and kids don't bicker and fight, but I think the price is ludicrous.
"We ended up paying in excess of $350 just for one child's uniform."
He said the overwhelming response to his video shows just how big the issue is in New Zealand.
"I think it shows that a lot of other people in New Zealand are a bit miffed with the price of school uniforms. It is crazy and something needs to be done about it.
"I am in a position to be able to afford to buy it, but a lot of low-income parents can't.
"It is money that could be spent on food, fruit and vegetables, and some of them are really struggling to buy their kids school uniforms. It is crazy."
He said he felt there should be some kind of subsidy for low income families, or for retailers to simply lower prices.
"It comes down to the detail too. It has to be bang on correct otherwise kids get in trouble.
"Even if schools were a bit more lenient on colour and detail, because even if it is the wrong shade of blue or the wrong kind of socks, they aren't allowed to wear it."
Warehouse chief executive Pejman Okhovat said getting kids back to school was an expensive time for families.
The company had been working hard with suppliers and schools to give parents affordable, good quality school uniform options.
"The cost is derived from a number of factors - including ensuring that the uniforms are good quality fabric designed to last, as well as the not insignificant cost of customising the uniform as per each school's specific requirements.
"Also when you consider their longevity they offer very good value over time."
The Commerce Commission provides guidelines to schools on how the Commerce Act applies to exclusive arrangements for school uniforms, stationery or other school supplies.
The guidelines state that boards of trustees typically choose their school's uniform and how it is to be supplied.
If parents are concerned about the price they are paying for their child's school uniform or other school supplies, or if they are concerned about the lack of choice, then they are advised to talk to the board of trustees.
"Communication with the board is an important and effective way for parents to convey their views on how the agreements negotiated by the school affect the availability, quality and price of school uniforms and school supplies.
"School boards have collective bargaining power and should use this to promote competition to the benefit of parents as well as the school," the guidelines state.
The Ministry for Social Development group general manager and client service delivery Kay Read said "It is important families know there is somewhere to go and options to consider if they need support or help with back-to-school costs".
"We sent information to about 70,000 MyMSD-registered clients with school-aged children at the start of the year about how to apply for help with school costs if its needed.
"We encourage anyone who may be facing financial stress or struggling due to back-to-school costs to get in touch with us so we can help them consider the best option available to them."