First there were the pink moustaches, now there are pink pashminas.

SheRides, New York-based start up hoping to grab a share of the lucrative app-based transportation market, is scheduled to launch next week with a fleet of 50 cars driven by women for women.

According to a news release announcing the launch, the company is the “first livery company in the United States to offer personalized service for women in the overwhelmingly male-dominated taxi and livery industry.”

The woman behind the concept is Stella Mateo, a longtime taxi industry veteran, who according to the New York Times, also happens to be the wife of the president of the New York State Federation of Taxi Drivers. According to the New York Times, the service will launch in New York City, Westchester County and Long Island. (It will be known as SheTaxi in Westchester and Long Island — but as SheRides in New York City because rules there prohibit them from using “taxi” in their name.) According to the Times, the app will ask the requester whether there is a woman in the party — if not, it will redirect them to another car service.

We’ve reached out to representatives for the company for more information, including whether they envision bringing SheRides to the Washington, D.C. market.

Oh and the pink pashminas? That’s how you’ll recognize a SheRide driver.