One retailer is letting customers decide how much to pay - but there's an invisible price if you choose the lowest option

Everlane's latest sale lets shoppers select the price they wish to pay, $4 reports.

In a choose-your-own adventure twist, shoppers are presented with three prices for each item on sale.

For instance, the $4(pictured right; originally $98) are available for $47, $56, or $89.

But Everlane silently presents you with a moral quandary.

The lowest price comes with a cost: shame.

The nicely discounted $47 option, according to the company's website, does not grant Everlane a profit.

Given the company's ethos of transparency, Everlane does not shy away from letting you know where your money goes.

Here's what happens when you select the $47 option:

Of course, the invisible cost isn't just your own personal shame, it's the human cost that comes with cheaper fashion - a price illustrated in this year's movie, "$4."

Here's what appears when you select the $56 option:

If you select the $89 option, you miss out on the bulk of the sale, but you avoid the shame-shopping and help the company and its employees. You even get a terse, appreciative "thanks!" from the copy team.

It's an interesting concept - generally, sales indicate excess inventory that, for whatever reason, can no longer be sold at full price. (This is why stores with consistent steep markdowns often yield poor results - look at recent fallen retail stars $4 and$4 for proof.) But this moral positioning could position Everlane with the opportunity to profit even more.

Everlane has become known for its cost transparency; it is one of the core tenets upon which the brand was built.

On its website, the company openly breaks down $4 to make its clothing (labor, materials, transporting the apparel, and duties). It compares its prices with those of traditional retailers. One dress, for instance, is $98 at Everlane, and Everlane claims traditional retailers would sell the dress for $190. The retailer also keeps costs down by operating strictly as an e-commerce business, aside from occasional pop-up shops.