The topic of equal pay is beginning to gain some much deserved traction in the United States (thanks to the likes of Patricia Arquette's Oscar speech) and now, in honour of National Equal Pay Day, graphic designer Elana Schlenker is opening a pop-up shop that highlights the issue by charging women 76% of the full price, and charging men the full whack. The shop is simply called '76<100.'

The 76<100 pop-up shop in honour of National Equal Pay Day

Coming from Pittsburg, Pennsylvania, where the pay differential between the genders means that for every $1 a man earns, a woman earns $0.76 for the same job. This essentially means that a woman would have to work two extra days a week, to be on level earnings with a man. 

"It's incredible how deeply unconscious biases still permeate the ways in which we perceive (and value) women versus men," says Schlenker. "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."

The 76<100 pop-up shop in honour of National Equal Pay Day

Other states have even worse pay records, such as Louisiana, which has a shocking gap of $0.66 earned for every woman, per $1 for a man. Schlenker is considering taking the pop-up concept on the road and raising awareness in other states, where she will adapt the discounts and the shop name accordingly.