Horseshoe established 1951 shirt, hoodie, tank top, sweater and along sleeve t-shirt

For Welch, those conversations begin with the Period Company Horseshoe established 1951 shirt, the brand she founded in 2020 with creative director Sasha Markova. Focused on absorbent, inexpensive, and reusable underwear, the range is designed to offer a cheaper, more comfortable experience than pads or tampons. Period arrives at a time when new perspectives on health and self-care are necessary, as evidenced by the feedback Welch has received from her audience. “The letters we’ve gotten have been mind-blowing,” she says. “Last month, I received a message from a mother whose child has Down syndrome, and her periods were incredibly traumatic.