In an effort to promote gender wage equality, Elana Schlenker started a store where women only have to pay 76 cents to a man's $1. Less Than 100 is a pop-up shop in Pittsburgh that sells art, ceramics and paper crafts in the name of equality between the sexes. By focusing on selling goods made by independent makers, the retail space is a bit like Etsy. However, raising awareness about gender wage equality is its most distinctive feature.
Schlenker explains her conversation-sparking endeavor by saying it's not about discriminating against men by making them pay more, but giving women a discount reflecting the current wage gap in Pennsylvania (where women are paid 76 cents to every dollar a man earns in the same role).