WHTOOO$ was born from a moment that was all too familiar — but this time, I couldn’t shake it. I was interviewing at a major wirehouse. Across the table sat a young man, clearly outside of our culture, and visibly younger than I was. In conversation, I asked him how long he had been with the company. He replied, “Ten years — I started straight out of college when I was 22.” I did the math. Not only was he evaluating me — a seasoned professional, a father, a provider — but he’d also spent his entire adult life inside a system that was never built with me in mind, let alone for me to thrive in. That interview was followed by two more. Same setup. Same feeling. It hit me hard: Who gets to decide if I’m qualified? Who decides whether I’m allowed to build a better life for my family? And more importantly — why don’t we own more of those seats ourselves? That moment lit a flame. But like many of us, I sat on it. I continued doing work I was good at — but not called to. I was surviving… but not thriving. The years passed. The frustration grew. The dream whispered louder. Until one day, I couldn’t ignore it anymore. It was time to birth the baby.
WHTOOO$ isn’t just a brand; it’s a declaration. It’s a Black owned media movement, a platform where we tell our entrepreneurship stories — the good, the gritty, and the truth. It’s where we vent, unpack, and uplift. Where we expose the barriers — cultural, financial, systemic — and offer a blueprint for the next generation to move smarter, freer, and with full ownership. This is for every entrepreneur, creator, hustler, and builder who’s tired of being filtered out, second-guessed, and boxed in.
Welcome to WHTOOO$! We Have To Own Our Own Shyt!
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