In the United States, women earn an average of 78 cents for every dollar that men make — and a new pop-up shop in Pennsylvania is using this blatant gender-biased wage gap in order to charge its female customers lower prices than its male visitors. Pittsburgh-based pop-up store, Less Than 100, has priced its entire stock to reflect the local gender pay gap, meaning that female customers are only charged 76 per cent of the retail price while men pay in full. More active protest than business venture, Less Than 100 is not-for-profit and aims to highlight the disparity in salaries between the sexes. Scroll down for video. Woman's worth: Elana Schlenker has opened a pop-up shop in Pittsburgh, Pennsylvania where women are charged only 76 per cent as much as men in order to highlight the problem of wage inequality . 'It’s incredible how deeply unconscious biases still permeate the ways in which we perceive (and value) women versus men,' owner Elana Schlenker told Refinery29. 'I hope the shop’s pricing helps to underscore this inherent unfairness and to create space for people to consider why the wage gap still exists.’ Ms. Schlenker can afford the gender-conscious pricing because her shop isn't aiming to make money; all sales from the ceramics, textiles, publications, art prints, and stationery sole will go back to the female artists who made them. 'This is a small way that I can do something about [the pay gap], and I think many of the artists involved are coming from a similar place,' Ms. Schlenker added. Price adjustment: Less Than 100 sells ceramics, art, and textiles by female artists as a discount to female customers . In addition to adjusting its prices, Less Than 100 is also holding events promoting wage equality at the pop-up space, including one for April 14's Equal Pay Day, which represents how far into the year a woman must work to earn as much as her male counterpart did the previous year. Ms. Schlenker said she is concerned that women are undervalued in the workplace and underrepresented in executive positions and wants to draw attention to the problem through this venture, and added that she's been excited about how much support her shop has received. 'Everyone that's walked in, from women to men, has said "I love this idea",' she told WPIX. 'Women are worth what men are worth, of course, and just that community that's sprung up around this has been amazing.' She has also reached out to local organizations for grants to help maintain the pop-up shop, which will be open in Pittsburgh for the entire month of April. Ladies pay less: At the original location, women pay 76 per cent; in New Orleans this fall, women will pay 66 per cent, since women in Louisiana make even less compared to men than women in Pennsylvania . Fans of the idea who want to get in on the action but don't live in Pennsylvania can continue to check in on the organization's website, as Ms. Schlenker intends to travel with the shop, changing prices everywhere she goes to reflect the local pay gap. She will be re-opening the the store in New Orleans this fall, where prices for female shoppers will drop even more to 66 per cent of the original retail value, corresponding with Louisiana's pay cap. Male customers will continue to pay 100 per cent of the price for items like a $224 pitcher, which costs $195 for female customers in Pittsburgh, and a $120 Gamma Folk necklace, for which women this month are charged $92.
A store in Pittsburgh, Pennsylvania is charging women 76 per cent of what they charge men, reflecting the local pay gap .
Owner Elana Schlenker says she hopes the project, called Less Than 100, draws attention to wage inequality .
She plans to travel with the shop and will open up in New Orleans, Louisiana, this fall .