You pay what you earn at a tiny shop in Pittsburgh that is take a strong stance on gender equality.

Elana Schlenker’s pop-up shop, Less Than 100, sells gifts like ceramics, paper crafts and art by independent makers. It’s like a brick-and-mortar Etsy, except for one distinctive attribute: men pay more.

“I don’t think anyone should be discriminated against, but the wage gap is a pervasive problem and we need to recognize the ways in which our (often unconscious) biases are perpetuating it. I hope the shop sparks conversation around the issue,” Schlenker told Mashable in an email.

Specifically, Less Than 100’s pricing reflects the current average wage gap in Pennsylvania. Women there are paid 76 cents compared to every dollar a man earns for the same job.

It’s not that items are being marked up for men, technically. Rather, women are getting a discount. According to the shop’s website, women pay 76% of any item’s full ticket price, and men pay the full amount.

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