The Bloody Hustle
Through the bloody hustle
we're right there with you
Sports + periods
White shorts is a red flag
Ahead of the Handball World Championship, the Danish, Swedish, and Norwegian national teams have requested not to compete in white and yellow shorts.
According to the official rules of the International Handball Federation, the Danish women’s team must play in their national colors — which means they could be forced to wear white shorts, despite their own protests.
Denmark, together with Norway and Sweden, has already attempted to have the rules changed, but the request was rejected.
To support the team, the Danish flag bleeds through before Denmark’s first match.
Freedom over fear
We should create conditions that allow players to perform freely, not in fear.
In line with our promise in The Bloody Hustle - to improve and strengthen the everyday lives of people who menstruate across social backgrounds, professions, ages, and sports - we are launching a striking initiative aimed at putting pressure on the International Handball Federation with a clear message:
Women should be able to perform without the fear of bleeding through — also when they step onto the court for Denmark.
“It’s disheartening to see that even the wishes of top professional female athletes are not taken seriously. White shorts are just a small symbol of how, even in 2025, people are still expected to suppress their needs or their biology in order to play by someone else’s rules. In sport as in society. Periods are not the problem. The rules are.”
Cathrine Widunok Wichmand, founder of Flow
*A Norwegian research study from Molde University confirms
White shorts can cost victories
Results from the Football World Cup and European Championship between 2002 and 2023 showed that women’s teams wearing white shorts earned an average of 1.27 points per match, compared to 1.57 points for teams wearing darker colors.
Men’s teams in white shorts showed no decline in performance.
White shorts is a red flag
Flow’s survey on period bleeding-through, April 2025 (1,586 respondents):
57% say that the fear of bleeding through impacts their daily life
In April 2025, we conducted a large-scale survey on how people who menstruate relate to bleeding through:
🩸 79% are worried about bleeding through.
🩸 91% have experienced bleeding through.
🩸 11% have witnessed shaming or teasing because of a bleed-through.
🩸 85% find it embarrassing to bleed through in a public setting. For comparison:
🩸 Only 6.8% find it embarrassing to bleed from a wound.
This concern is also well-documented in sports. Research from Aarhus University shows that periods affects players both physically and mentally. There may even be points on the line when women are forced to play in white shorts.
Social responsibility
Beyond the handball court
Requirements for white clothing extend far beyond handball.
The same expectations exist across other sports such as equestrian, tennis, fencing, and martial arts — as well as in professions like nursing, midwifery, and culinary work.
We must challenge the culture that still expects people who menstruate to adapt to a rulebook that ignores biology and undermines well-being.
The message is simple: People with periods should feel safe and move freely — without worrying about, or feeling shame around, a completely natural bodily function.
Got no time for shame - so shine on ✨
Bloody Hustle Merchandise
It takes a village
In just three weeks, we’ve succeeded in bringing the campaign to life.
The entire project has been created through voluntary effort — by people who have dedicated their time, skills, and expertise to make it happen in record time.
Thank you to Brandhouse for the initiative and creative collaboration. To I tråd med verden for sewing the Danish flag from leftover fabrics. To Sofie Barfoed for capturing a bleeding-through Dannebrog. To Sissel Abel for photographing the portraits. To Gotved Institute for beautiful settings.
And to all of you — the most incredible community — who donated menstrual blood for the flag. The biggest thank you of all.
The world’s first commercial using real period blood?
Bloody Hustle - the movie
May 2025
"How come we never see real period blood in any commercials?"
This is the question we asked ourselves when we started project The Bloody Hustle a year ago.
We are a generation of menstruators in which the shame of bleeding is so deeply rooted. The bare notion that periods should be hidden at all costs even our own wellbeing.
At Flow, we believe that everyone who menstruates deserves to be seen and supported on their journey – in exactly the way they need. We do this by sharing, talking, showing, asking questions, developing and inviting dialogue, because we believe that together we can make a difference.
Flow. Through the bloody hustle, we're right there with you.
— Cathrine Widunok Wichmand,
founder of Flow Intimates
About the production
As a period care company we set out to make our first commercial with real period blood making this the standard for us going forward and we engaged with our community, showing them and their real periods.
Some were bleeding on the day. Others had been collecting their blood in little jars in the freezer to be able to be camera ready. Everyone was invested in bringing true authenticity to the set.
Just to highlight exactly how important and history making this felt for everyone onboard the mission - we all had real tears streaming down our cheeks. We all felt it. How important this was.
Maria
"I have always found that one of the most important and inspiring forms of protest and advocacy is to put your own body on the line. Understanding and caring for the needs of diverse bodies is something that means a lot to me, so when the opportunity to focus on the period body arose, it felt natural for me to take it."
Josefine
"I have been menstruating for 10 years. The entire 10 years have been filled with great pain, and I have only now been diagnosed with PMS and hormonal imbalance. I am very disappointed and angry with our healthcare system, at how women's period and associated hormonal diseases are not taken seriously, but are simply something we have to deal with in silence."
Sunna
"You should never be ashamed of your period. It is a natural process and a sign that your body is doing well. Having your period should not be a bad thing or something that prevents you from living. If you listen to your body and work with it, it can be a good experience."
Marie
"The atmosphere on the day was so nice, loving and sisterly; I got the feeling of being a small part of something huge. Everyone on set - both those from Flow and the other participants - was so open and spacious, and we had the best day. There was a fantastic buzz and a super loving atmosphere from start to finish."
Johanna
"There was an incredibly nice atmosphere on the actual shooting day. So much wonderful energy from all the other menstruating people, which really rubbed off on me. Again, empowering is a word that stands out strongly!"
Sabine
"Now that I think about it, it's become quite clear that what feels like my greatest vulnerability became a shared strength that day. It was actually very touching."
We've got your back and bottom through 'The Bloody Hustle'
"No more shame. No more hiding. Much more you."
- Cathrine Widunok Wichmand, founder of Flow Intimates
Life with 'The Bloody Hustle'
Work
In the vast majority of workplaces, menstruation is unfortunately still an overlooked aspect of working life. And that's even though a large portion of the colleagues around you have a menstrual cycle that affects them for better or worse. At Flow, we believe it's important to focus on how to create a more inclusive and supportive environment for all employees - whether they have a uterus or not.
Read more
Life with 'The Bloody Hustle'
The night
You may be able to sleep well during your bleeding days, but there is also a certain risk that you will toss and turn, wake up because you feel like you are soaked, or perhaps need to go to the bathroom in the middle of the night.
There are some simple routines you can follow to sleep better.
Read more
Life with 'The Bloody Hustle'
Exercise
It's no secret that exercise is healthy. Your period can affect your energy levels, but you don't have to stop exercising. Based on what we know from research, here are some tips and tricks for exercising during your menstrual cycle so you don't have to crawl far under the covers.
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Life with 'The Bloody Hustle'
Skincare
Your skin is pretty amazing. That's why it's important to take good care of it. One way to do that is by understanding how your menstrual cycle affects your skin. Your hormones not only affect when you get your period, but also how your skin feels!
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Life with 'The Bloody Hustle'
Sex
Many of us have been taught that menstruation is something we should keep to ourselves, and that sex during menstruation is inconvenient, disgusting, and perhaps even dangerous.
But what are the pros and cons when it comes to menstruation and sex? In fact, there are many benefits to having sex when you're on your period, if you feel like having sex during your period.
Life with 'The Bloody Hustle'
Holiday
If you're menstruating or have been in the past, you can probably relate to the feeling of having your vacation plans ruined by your uterus. But while it may seem like a bummer to bleed on your beach vacation, there's no need to panic. You can still swim when you're on your period! All it takes is a little good old preparation, and you'll be ready to hit the waves in no time.
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Life with 'The Bloody Hustle'
Mood swings
You may know it as PMS - premenstrual syndrome. The syndrome covers the physical and psychological symptoms that may bother you when you are about to have your period. And let's face it - PMS is a very real situation, and for most menstruating women, something that affects them in many different ways.
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