The 'Etiqueta Negra' brand announced a price reduction of up to 25%.

In a concrete sign that the economic course chosen by the national government is beginning to bear fruit, the renowned Argentine brandEtiqueta Negraannounced a price reduction of up to 25% on its products. The business decision is based on a key measure adopted by President Javier Milei:the elimination of tariffs on the import of textile raw materials, one of the many restrictions that stifled the sector's competitiveness.

The news was celebrated by the head of state himself through his account on the social network X, where he posted a brief but forceful message:

"COMO DOMA MENGER, FIN."

The phrase refers to the Austrian economist Carl Menger, a central figure of the Austrian School of Economics, whose ideas form the doctrinal core of Milei's thinking. In particular, it alludes to the principle of imputation, one of Menger's most revolutionary contributions, according to which the value of capital goods (such as raw materials) is derived from the value that consumers assign to final goods.

In simple terms:it's not costs that determine prices, but rather the expected prices of finished products that define how much can be paid for inputs.

From this perspective, a producer pays for flour, labor, or electricity based on the price at which he estimates he can sell, for example, a loaf of bread. If the consumer doesn't value it at the final price, the producer suffers losses, regardless of how much he invested in inputs. Hence, the elimination of distortions like tariffs or protectionist regulations not only relieves the producer but also empowers the consumer.

As explained by Menger's successors—Ludwig von Mises, Friedrich Hayek, and Eugen Böhm-Bawerk—the market economy is governed by the principle of consumer sovereignty: it's the individual preferences expressed in the act of purchase that determine what is produced, in what quantity, and with what quality. In this system, the entrepreneur is not a central planner but an agent who risks capital to meet real market needs.

In this framework, prices act as dynamic signals that convey information about subjective valuations. If the price of a good rises, it's not by the entrepreneur's will, but because the consumer values it more or because the supply has decreased. And if no one is willing to pay that new price, the product simply doesn't sell. That clear, that free.

The reduction by Etiqueta Negra is not an isolated event, but a symptom ofstructural change. The market is beginning to respond, companies are finding breathing room, and consumers are reaping the benefits. Economic freedom is starting to show its tangible face:more real prices, more competition, and more opportunities.