Starting next week, women in New York City will be able to request a female driver through a new livery service called SheTaxis —SheRides. The service, which starts Sept. 16, will take requests for rides through an app (available only through Apple for now). Potential riders will be asked if there is a woman in their party. If not, they'll be automatically redirected to other car services. Founder Stella Mateo told The New York Times that she could have used such a service to help shuttle her daughters to sports practice when they were growing up. She also sees it as helping women join a male-dominated industry. Mateo's husband is Fernando Mateo, the founder of the New York State Federation of Taxi Drivers, which represents 30,000 taxi and livery drivers. Stella Mateo plans to expand her service to other cities. Just look for the drivers sporting hot pink pashmina scarves.