When I first started my photography business, I was constantly frustrated by how often people expected me to create for free. I consider my work to be art—from crafting the initial mood board to fine-tuning in post-production, every step of my process demands dedication, creativity, and attention to detail. That level of commitment takes real work, and real work deserves real compensation.

So, I tweeted about it.

“You don’t ask doctors to perform surgery for free. You don’t ask a chef to cook for free. You don’t ask an accountant to do your taxes for free. Stop asking creatives to create for free.”

But even after venting online, the requests didn’t stop. So, I wrote a blog about it. That wasn’t enough either. Then, I made a hoodie about it—the "Stop Asking Creatives to Create for Free" hoodie—and something clicked.

That hoodie became the beginning of my online business, a tangible way to spread the message that creative work is valuable. Over time, my mission expanded. I didn’t just want to advocate for myself; I wanted to empower other creatives and entrepreneurs who were navigating the same challenges. Whether it was statement clothing that sparked conversation or tools like Lightroom presets to elevate their craft, my goal was clear: to push the creative journey forward.

From there, WACOTI was born.

WACOTI—We’re All Creators On The Inside—is more than a brand. It’s a movement that celebrates the innate creativity within all of us. Whether you're a photographer, a stylist, a makeup artist, a director, or someone who expresses creativity in ways big or small, there’s something inside of you that’s meant to bring something new to the world.

At WACOTI, we believe that creativity isn’t confined to a profession or a title; it’s part of being human. And through our clothing and tools, we aim to inspire and equip you to embrace that spark within yourself. From our iconic statement pieces to our practical tools for creators, everything we make is designed to uplift and empower.

Because at the end of the day, WE'RE ALL CREATIVES ON THE INSIDE.