A Cuban blogger documented this week the gap between boutique prices and the actual purchasing power of Cubans, in an Instagram reel that garnered over 55,000 views in less than 24 hours.
Emanuel González Mora received 40 dollars from a follower —converted into 20,000 Cuban pesos at the informal exchange rate— and went out to look for new clothes with his mother. His first stop was a luxury boutique in his city, where the prices left him speechless.
"I want you to see this pullover: 16,500 pesos. But hold on, here comes the final boss: these pants cost 34,000 pesos," said the young man in front of the camera.
To put that figure into perspective, González Mora himself provided a striking comparison: "A doctor in this country would have to work for months without eating, sleeping, or spending a dime just to buy this single piece of fabric."
He was not exaggerating. According to data from the National Office of Statistics and Information, the average state salary in Cuba in 2025 was 6,930 pesos per month, equivalent to between 13 and 15 dollars at the unofficial exchange rate. A newly graduated doctor earns only 5,060 pesos a month, which means that pair of pants represents between four and six full salaries of a healthcare professional.
The dollar reached 546 Cuban pesos this Saturday, a new historical record according to elTOQUE, which makes those pants about 62 dollars at the informal exchange rate.
"Walking around here is a tremendous reality check. How far are we going to go?" the blogger wondered before leaving the boutique empty-handed.
Far from giving up, González Mora turned to the so-called recycling shops, second-hand clothing markets where Cubans "make do" with what the system cannot provide. "You don't come here looking for brands or luxury. You come here to win the battle," he explained.
In those markets, with the same 20,000 pesos, he bought three sweaters at 2,000 pesos each and three pairs of shorts at 3,000 pesos each, including clothes for his grandmother. The total spending was approximately 19,600 pesos.
However, the video ends on a bittersweet note. The young man was unable to buy anything for his mother. "It broke my heart not to be able to buy anything for my mom this time. Prices are outrageous, and money doesn't stretch as much as the love I have for her," he confessed.
This is not the first time that clothing prices in Cuba have sparked outrage on social media. In August 2025, a Cuban displayed Guess sneakers priced at 31,200 pesos and outfits costing 15,600 pesos in a boutique. In July of that same year, another Cuban recorded shoes ranging from 12,000 to 25,000 pesos in stores on the island.
The context makes it even more serious: the Food Monitor Program estimated in April 2026 that two adults in Havana need at least 41,735 pesos a month just to cover basic food needs, more than six times the average salary. In that scenario, clothing is a luxury that most Cubans simply cannot afford. "It's not a brand, but what can we do? It is what it is," summarized González Mora.
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