The world is finally celebrating women in sport, business, and high-performance spaces. Women are claiming the spotlight - pushing harder, moving faster, demanding more of themselves.
But there's one setback that refuses to evolve.
Sanitary products.
Despite reduced stigma, despite open conversations about periods and postpartum leaks, women are still battling the same old problems. Products that leak. Products that chafe. Products that weren’t designed for movement - or ambition.
We spoke to sporty, everyday women. Runners. Team players. New mums. Professionals on the move. What they told us was impossible to ignore:
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Three-quarters are unhappy with their sanitary products during moderate activity.
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95% don’t feel completely comfortable wearing pads or tampons during activity.
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Almost two-thirds experience leaks.
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One in three changes plans or drops out of activities altogether while on their period.
Performance demands consistency. But too many women can’t rely on their sanitary products to keep up.
Imagine being a new mum, ready to return to running - and your only option for leak protection is a bulky, outdated “granny sanny”. No thanks.
That’s why hustl. exists.
We create high-performance period and light incontinence underwear for active girls and women. Performance is our non-negotiable. Every pair is engineered with a blend of natural and synthetic fibres - prioritising look, feel, and function - so you can focus on what matters most: performing at your best.
Whether that’s on the sports field, on stage, or sprinting for the train to make your 9am presentation.
This isn’t about filling a gap in the market. It’s about removing a barrier. About watching girls and women reach their full potential - unapologetically and uninterrupted - whether they’re postpartum or their period’s landed on match day.
We don’t want women doubling up “just in case”.
We want to double down on underwear that empowers the go-getters to go get it.
