so it's almost $100 in savings. but is this feminist robin hood-esque approach even legal in i love getting a discount but fair is fair. does this practice count as price discrimination against men? >> this is an arts project. there's some leeway in that. but if someone has an issue with this or says that they want to pay the 76% if they're a man, that's fine with me. >> reporter: and the items in the store, she only sells items created by female artists like lanka clayton who somehow got 100 married couples to make pairs of mismatched shoes from tissue boxes, champagne corks. >> this is made from silk. >> reporter: that's gross. >> really poetic. >> reporter: and gross. >> what if you had a male artist who was equally passionate and enthusiastic about the project and supporting wage equality? would you let them be a part of your shop? >> i would think about it. maybe if the content of the work