The new e-commerce website for original merchandise from the organization, the Legacy Museum, the National Memorial for Peace and Justice, and other special projects. Overview The new Equal Justice Initiative online store is designed and built by the Madeo team of designers, strategists, and web developers. The e-commerce website offers original merchandise from the organization; its Legacy Museum, its National Memorial for Peace and Justice and other special projects, such as Just Mercy. The online store offers books, calendars, apparel, and accessories. All proceeds support the work of the Equal Justice Initiative.