BUENOS AIRES, Argentina (AP) — In some cultures, dressing a dog in the Argentine team jersey with the number 10 on its back could be seen as an insult to Lionel Messi.

But in Buenos Aires, the “Amores Perros” doggy boutique is celebrating the Argentine star by outfitting pets in official blue and white, just in time for the World Cup.

Store owner Karen Reichart says they started this four years ago, but it’s really taking off now in soccer-mad Argentina. The boutique offers shirts, bandanas, hats, skirts, toys and even wool scarves in team colors, priced from about $7 to $30.

Owners of toy poodles seem to prefer jerseys carrying Messi’s No. 10. Australian tourist Sandra Kuhn also bought one for her Yorkshire terrier on her way to Brazil.

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