A Pennsylvania man said he's fed up with how clothes, particularly women's, are labeled and the pressure society adds to fit unrealistic standards.
Now, he's getting attention. He's all over social and national media with his message. He hops it will start an important conversation.
It started when Ben Ashton Cooper was helping his girlfriend clean out her closet.
"She had a whole bunch of stuff that she needed to put in the closet so we were getting rid of stuff she never wore," he said.
And that's when Benjamin made what a "maddening discovery."
"A lot of it was women's XL clothes and I was noticing that it looked like kind of like my size clothing and I've always kind of grown up as the small guy," he said.
He said too many people are obsessed with size and seeing his girlfriend's clothes that day inspired him to speak out.
"She's not overweight or anything like that but I don't think we should be calling extra large or calling anyone extra this or extra that, even an extra small I think is wrong," Cooper said.
When he noticed the discrepancy in sizes, he took his concerns to social media with pictures of himself wearing his girlfriend's clothes.
"To see 304,000 shares today on my post is a little surreal. George Takai posted something about it, Ashton Kutcher, ABC, NBC, did something, Huffington Post, Buzzfeed,"
And wants people to know that for him, size just doesn't matter.
"If I can encourage just one parent to teach their children that there's nothing inherently wrong with a size or a number or a weight, that there's nothing inherently wrong with that then I will consider my post a success," he said.
Ben's gotten international attention over these pictures. We can't show you his actual message because of the profanity but he couldn't be prouder of his message.
"I make no apologies for the language because I want you to feel uncomfortable, I want you to be offended when you hear what women have to deal with everyday," Cooper said.