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In soccer-mad Argentina, even the dogs get suited up in blue and white for the World Cup

  • Argentina WCup Dog Fashion-1.jpg

    Karen Reichardt, owner of a pet store, poses with her dog wearing a garment resembling the jersey of the Argentine national soccer squad in Buenos Aires, Argentina, Thursday, June 5, 2014. Reichardt designed a number of garments for pets ahead of the World Cup that starts next week in Brazil. (AP Photo/Victor R. Caivano) (The Associated Press)

  • Argentina WCup Dog Fashion-2.jpg

    A dog wearing a garment resembling the jersey of Argentina's national soccer squad looks up at her owner inside a pet store in Buenos Aires, Argentina, Thursday, June 5, 2014. The pet store put on sale a number of garments with the colors of the Argentine flag ahead of the World Cup that starts next week in Brazil. (AP Photo/Victor R. Caivano) (The Associated Press)

  • Argentina WCup Dog Fashion-3.jpg

    A dog wearing a garment resembling the jersey of Argentina's soccer team, with the number 10, walks on the sidewalk during a promotional event at a pet store ahead of the World Cup in Buenos Aires, Argentina, Thursday, June 5, 2014. Brazil is hosting the international soccer tournament starting next week, at which Argentina's player Lionel Messi will wear number 10. (AP Photo/Victor R. Caivano) (The Associated Press)

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 Leonel 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.