This Revolutionary New Store Lets Women Pay 76 Cents To Every Man’s Dollar

This article was written by Connie Wang and repurposed with permission from Refinery29.

On average, women who work full-time jobs only earn 78 cents for every dollar a man makes. 

Elana Schlenker is starting a pop-up shop called 76100 in Pittsburgh, where she charges women 76 percent of the retail price of any item, while men are charged the full ticket price. (In Pennsylvania, women earn 76 cents on the dollar.) Says Schlenker, “It’s incredible how deeply unconscious biases still permeate the ways in which we perceive (and value) women versus men. 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.”

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As for its offerings, 76100 sells products made by independent women artists who are all on board with Schlenker’s mission. “Most of them feel the way that I do—something needs to be done about this. I just keep reading article after article about the wage gap, about how undervalued women are in the workplace, about the underrepresentation of women in company board of directors, executive positions, and government, and it just blows my mind. This is a small way that I can do something about it, and I think many of the artists involved are coming from a similar place.”

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Schlenker plans to take her pop-up on the road, where pricing reflects local wage gaps. This fall she hopes to travel to New Orleans to open 66100, an even more drastic difference (and a better deal for you). But, don’t think that the artists are getting shortchanged here; Schlenker is returning 100 percent of the sales to the participating artists, who typically sell their products at wholesale prices to boutiques. She’s reached out to local organizations for grants to help maintain this pop-up protest, but to help Schlenker in her journey (and to find out more), visit the website here. 

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Click HERE to head to Refinery29 to see some of the wares for sale at 76100!