NEW DESIGN: England’s rugby jersey features a pattern of crosses resembling the Victoria Cross.

There’s no sign of a change in design, but the Rugby Football Union has issued an apology over the controversial new jersey England will debut against the All Blacks in London in November.

The jersey, manufactured by Canterbury, has drawn criticism for its use of rubber grips across the chest area in the shape of the hallowed Victoria Cross. They were intended to help deaden the impact of the ball and help with grip.

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The Victoria Cross, the British and Commonwealth armed forces’ most prestigious medal, has been awarded only 1354 times over 158 years, most recently in 2012.

Among its New Zealand recipients were Sir Charles Upham – awarded the honour twice for efforts in World War II – and more recently to Willie Apiata who carried to safety a gravely wounded comrade across a battlefield in Afghanistan in 2004.

The Victoria Cross Trust chairman, Gary Stapleton, has criticised rugby bosses for their lack of communication over using the emblem and felt it had “touched a raw nerve with a lot of people”.

The sport’s governing body in England, the Rugby Football Union, issued an apology overnight.

“We would like to apologise to those who may have taken offence with our new kit. It was certainly never our intention to cause this,” an RFU statement said.

“We are huge supporters of our service personnel and respect and value their support for England.

”We have a longstanding relationship with the Royal British Legion, supporting their poppy appeal at the relevant Twickenham international every year and have helped raise over £2 million [NZ$4m] for them and for other service charities such as Help for Heroes.

“We will be contacting the Victoria Cross Trust and the Victoria Cross and George Cross Association to see how we can also support their worthwhile work going forwards.”

Stapleton had earlier told the Daily Telegraph newspaper that his organisation was frustrated at rugby making money at their expense. A jersey would cost about £90 (NZ$180) to buy.

“It’s very frustrating when you see the image being used for marketing purposes,” he told the Daily Telegraph.

“I think about how much work we put in, and the volunteers put in, and the work we do restoring the VC graves, and here’s an organisation that’s probably going to make quite a large amount of money from sales of said shirts.

“It would’ve been a bit more appropriate if they’d said they’d like to do this because they believe what the Victoria Cross represents and would like to benefit a charity that does actually care about the history of the VC.

“We have had quite a bit of feedback that has been quite derogatory towards the RFU. Not just from families and relatives, but also from our members, staff and general supporters. It has touched a raw nerve with a lot of people.”

There were no suggestions of a change in design. The jersey would be worn for the first time in the Twickenham clash against the All Blacks on November 8.