For an initiative dedicated to ending the objectification of women, "Grab Her By The Brain" is a curious choice of slogan.

The internet is understandably perplexed by the name and official slogan of entrepreneur Elizabeth Ariosto's new movement "dedicated to empowering females of all ages."

In this case, that ostensibly means selling "Grab Her By The Brain" hats for $21 a piece, with the intention to donate 10 percent of profits to charities chosen by the movement's "ambassadors."

Ambassador Gregg Sulkin drew attention to the initiative when he modeled his hat on Twitter on Wednesday. The slogan -- a riff off Republican presidential candidate Donald Trump's leaked "grab them by the pussy" comments -- drew ire for its suggestion that grabbing women is fine, so long as it's "by the brain."

Maybe take this one back to the drawing board, guys.

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Update, Monday, 10:00 A.M. ET: Grab Her By The Brain shared the following statement from Ariosto with Mashable:

As a domestic violence survivor and someone who dedicates her life to advocating for women’s rights, I am deeply saddened by the way certain members of our society value women in both the workplace and at home.Intentionally provocative in nature, GrabHerby the Brain, is designed to serve as a timely metaphor to promote gender equality by using satire to help influence healthy public debate following Mr. Trump’s derogatory remarks about women. Undoubtedly, our slogan is being used to protest his lewd comments and propel the nation to join in demanding cultural change.My hope is that this campaign will bring every woman closer to achieving their greatest potential without the fear of being objectified or disempowered.