The wage gap is real in the same way glittered pegasus farts are real. That doesn't stop feminist gas bags from spreading the inequality myth, however. A growing trend among "woke" companies is to implement feminist policies addressing this nonissue (see Equality? Feminist NYC Pharmacy Charges Men More With 'Man Tax...').

A Finnish textile seller, Finlayson, figured they'd throw their hats in the ring with a new progressive campaign. It aims to give ladies a break with a super sexist discount:

On Thursday, textiles retailer Finlayson launched a campaign aimed at highlighting Finland's gender wage gap. The company is charging women 83 percent of the full retail price on all its products during September, to reflect the fact that women in Finland earn 83 cents on average for every euro a man is paid.

The company said that it would donate the proceeds of the difference paid by men and women to the Feminist Association, Unioni.

So their grand idea is to fight alleged "discrimination" with - wait for it - more discrimination! Brilliant.

There's only one problem. This blatant anti-male discrimination? It goes against "equality laws." Yeah, Europe has them and they're rooted in flaming stupidity, but they're still there nonetheless. And these guys broke them. You'd think such a progressive company would be careful not to violate gender discrimination laws, but all's fair in the name of equality. Don't ask questions, sexist.

At this point, these dimwitted acts of progress are to be expected. Hypocrisy and feminism go hand in hand after all.

In an interview ... Finlayson CEO Jukka Kurttila said that he knew the company was running afoul of equality laws.

"Of course we are breaking the law, we know that. This probably violates equality laws, but this was a conscious and deliberate risk. We don't want to let the law stop us from speaking up about injustice," Kurttila declared.

So Finlayson's hypocrisy may have legal consequences, but they've thrown all care to the wind for the sake of helping poor women by giving them a 17% discount on overpriced bath towels. Might I suggest the Turkish ribbed. It's the fairest towel the patriarchy has to offer.

The Finlayson CEO has made it clear that protesting inequality is the ultimate priority here. Never mind the fact that Finland has already made great advances in, say, female involvement in STEM fields and whatnot (see PLOT TWIST: Countries with Traditional Gender Roles Have MORE Women Succeeding in STEM Fields). Something something something patriarchy still lives.

Let's not forget that they went through all this trouble to make a point about an issue that doesn't even exist.

Here, let Amy Schumer explain.

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