Australian morning show host Karl Stefanovic revealed that he wore the same suit every day for a year and no one noticed.
The Today host wore the same knockoff Burberry suit with different shirts and ties for 365 days, in silent protest against the sexism his female colleagues constantly receive.
The prankster and popular morning host was inspired by his co-host Lisa Wilkinson after witnessing her face criticism each day based on the clothes she wears, the way she styles her hair and her makeup choices.
"I'm judged on my interviews, my appalling sense of humor— on how I do my job, basically. Whereas women are quite often judged on what they're wearing or how their hair is," Stevanovic says. "Women are judged much more harshly and keenly for what they do, what they say and what they wear."
Proving his point, not one single person, not even people from the media organization, noticed that Stefanovic wore the same old suit to work each day.
"No one has noticed; no one gives a sh*t," he says. "But women, they wear the wrong color and they get pulled up. They say the wrong thing and there's thousands of tweets written about them."
Stefanovic's co-host Wilkinson previously gave a speech about sexism, telling the audience examples of how others judge her based on her appearance and not how well she does her job.
Stefanovic told his co-host about his protest after he wore the same suit for a month. The two then waited for someone to notice.
The morning show host finally came clean about the social experiment, saying that he did take a few days off to have his suit dry cleaned.