Clothing brands are applying discounts of up to 40% following the reduction of tariffs and the increase in imports.

Amid a scenario marked by the collapse of domestic consumption and increasing trade liberalization, three major apparel brands in the country— Equus , Etiqueta Negra, and Gola —announced sharp price cuts. The reductions reach up to 40% for some products and are a response to the easing of the import regime , combined with the need to stimulate demand in a depressed market.

The move follows thenational government 's decision to reduce import tariffs on textiles, yarn, and footwear. At the same time, local sales are suffering, and consumers are shifting toward foreign products, which are increasingly affordable thanks to the new regulatory framework.

Equus was one of the first to officially announce the measure: it will apply discounts of up to 40% on multiple clothing categories, with prices that return to last year's levels. Sweaters and pants start at $49,900, shirts at $59,900, jeans at $64,900, and jackets starting at $84,900. Coats, meanwhile, start at $159,900.

"We are convinced that as Argentines, we must support our consumers during this crucial moment of economic recovery," stated Pedro and Martín Wolfsohn , CEOs of Equus. The brand has 69 exclusive stores, more than 70 wholesale outlets, and an online channel, giving it a strong national presence.

Federico Álvarez Castillo , owner of Etiqueta Negra and Gola, agreed with this policy. He confirmed, "We lowered our prices based on the reduction in import tariffs." He explained that the company adjusted its cost structure to the new market conditions, and this was reflected in the final price for consumers.

Thus, items such as T-shirts that cost $79,000 are now offered at $76,000, although the average reduction is around 10%. The company operates a mixed model: part of its production is domestic, but it also imports inputs and finished products.

The numbers support the phenomenon. According to the Pro Tejer Foundation, textile and clothing imports reached an all-time high in the first quarter of the year. In volume, they grew 86% and 109% year-over-year, respectively. At the same time, courier purchases—many of them from individuals—soared to the point of creating logistical bottlenecks at the country's airports.

Today, seven out of every ten garments consumed in Argentina are imported. In the shopping mall sector, that proportion climbs to 75%. Domestic production barely represents 33% of the market, a decline that worries industry players.

Pro Tejer warns of a process of "structural weakening" of the national production network. They warn that this trend could lead to factory closures, job losses, and the destruction of key links in the textile chain.

The foundation also addressed questions about the high prices of domestic clothing. They indicated that 80% of the price a consumer pays for a brand-name T-shirt at a shopping mall is due to costs other than production, such as rental, marketing, and sales structure.

The government is hoping that lower prices will stimulate consumption without triggering inflation. But the cost of this strategy could be high for the domestic industry, which complains of unequal conditions compared to foreign competitors.

Meanwhile, brands are adapting. Some are lowering prices, others are trying to restructure, and all are navigating a new environment where the rules of the game have changed.