The Bloody Hustle
Through the bloody hustle
we're right there with you
"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 you 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.
Read more
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!
Read more
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.
Read more
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.
Read moreImportant dates in May
Menstrual awareness month
Premiere The Bloody Hustle.
Our world revolves around menstruation, so we set out to make our first commercial with real menstrual blood. To set the standard for us going forward. We dream that the film can start conversations. We need to see it, the vaginal fluids mixed with tissue, mixed with blood.
Period Walk tickets are on sale.
In a world where censorship is slowly becoming fashionable again, we refuse to return to silence or stigma. That's why we'd like to invite you to a walk where we'll talk about exactly how we live with the bloody hustle.
Flow Tee release.
The secrecy, the censorship, it has forced us to keep our periods private and hidden. But this censorship is costing us. Our health. Our well-being. And sometimes even our lives.
The 'Please, I'm menstruating' T-shirt is created so you can flag your period and hopefully start a conversation about the bloody hustle.
Period Walk.
The secrecy, the censorship. Not only has it forced us to keep our periods private and hidden, but it has robbed us of the conversation about what it really feels like to have a period. It robbed us of a common language and understanding. Out of sight, out of mind of everyone else - except the one menstruating. Come and join us - buy a ticket and get a coffee + something delicious with it. We need conversations about vaginal fluids mixed with tissue, mixed with blood.
Our period panties
Your favorites for 'The Bloody Hustle'
