Hey, I'm Theshantha

Creative Director
& Entrepreneur

Brands, storefronts, and the software that runs them. Built end to end, in Toronto.

#01
Brand
Identity, voice, the idea
#02
Product
Apparel, from spec to shelf
#03
Storefront
Pop-ups, events, Shopify
#04
Software
The tools that run it all

The journey

If not now then when

Athlete, then engineer, then a company, a brand, and the software to run them. The short version.

2017
The making of
Athlete of the year, then engineering
I grew up on sports, not screens. Tech was not the cool thing in my house; being good at a real field was. High school athlete of the year, sports all through university, and civil engineering as the field. If I had known more I would probably have gone the computer route. I loved engineering anyway: it gave me the analytical side to go with the athlete.
The making of
Civil engineering at university
Five years of engineering, one of them as an intern at a firm, all of it still playing sports. The analytical habit that runs everything I build now was formed here.
2017 – 2022
Late 2020
The making of
Started making content
Halfway through the degree I picked up a camera and started posting. It grew fast, and I ran it alongside my final years of school through to mid-2022.
The making of
Graduated, and stopped posting
The following was growing, but I could not answer why anyone should follow me. It felt like preaching. I needed to touch grass, figure out what I actually wanted, and go build something real. So I stopped.
Mid 2022
Aug 2022
Collide
Creative director, Prospects by Sports Illustrated
Took what I had learned on camera into a youth sports tournament and grew their social world from the inside. The first time my creative work had a business behind it.
Collide
Engineer by day. Collide by night.
Started the civil engineering job and my first company in the same month. Collide began as event merchandise at tournaments and became the parent of everything after.
Sep 2022
2022 – 2026
Collide
Building the company
Three and a half years of scaling Collide: staff, systems, and learning what running a business actually means. A multiple-six-figure business with four full-time employees by the summer of 2026.
If not now then when
The question becomes a brand
Started INNTW: the logos, the copy, the first drop, the philosophy behind it. I was living it before it had a label, saying the question to myself every time I put something off.
Mid 2024
Aug – Sep 2025
If not now then when
Incorporated and trademarked
The business incorporated in August, every logo trademarked in September. The brand became something that could be defended.
Phase 1
Learning to code from scratch
Asked who I always said I would become, and started answering. Took fitness seriously. Began learning to code, something I had always wanted and had assumed I could not do.
Jan 2026
Feb – May 2026
Phase 1
Licensed professional engineer
Applied for the P.Eng. in February the moment I met the requirements, left the engineering job in March, and was licensed in May. The engineering never left; it just stopped being the job.
Phase 1
The first repo
madebycollide.com, Collide's own site, built and deployed by me two months into learning.
Mar 2026
Apr 2026
Phase 1
Collide Mission Control
Built the internal software Collide runs on: scheduling, payroll, the workspace, more than sixteen users across every part-time employee. We cancelled Notion and a stack of subscriptions and moved the company into it.
Phase 1
INNTW launches at the Peak of Toronto
The clothing brand launched with a pop-up store. Over two hundred people came. An electric start, and it is still running.
Jun 2026
Aug 2026
Phase 1
Atlas, The Bookman, Supercut
A visual to-do app, double-entry bookkeeping for three corporations, and a video tool, each built because I needed it. The licensed engineer and the AI builder turned out to be the same person.
Phase 1
Seven INNTW sites, and this one
The INNTW ecosystem went live as separate sites, each carrying a different form of proof, plus Collide's marketing platform and the desk this page is run from.
Sep 2026
Now
Phase 2
The second drop, the Project, the marathon
Phase one was quitting the job, launching the brand, the pop-up and the AI journey. Phase two is the second drop, the Project (the people behind the philosophy, not just the clothes) and a marathon next year, training the way I always said I would.

Scroll sideways →

The brand

If Not Now Then When

A clothing brand named after a question.

A pop-up storefront in Toronto, a first drop of corduroy caps, cream long-sleeves and a CANADA 7 jersey, a store at inntw.co on a custom Shopify theme, a magazine, and seven websites that each carry a different form of proof. The question is on the window, the mirror, the fence, and the sleeve.

inntw.co ↗

The pop-up crowd blurred around the lockup mirror

Three people in the first drop, the lockup drawn on a fence

Theshantha, arms out under the If Not Now Then When banner

Storelive

INNTW.co

inntw.co. The store, on a custom Shopify theme.

2025open →

Applive

inntw.now

inntw.now. For the dreames

2026open →

Websitelive

INNTW Brand

inntwbrand.com. The magazine.

2026open →

Websitelive

INNTW Studios

inntwstudios.com. A room turned into a studio, and the record of it.

2026open →

Websitelive

ifnotnowthenwhen.co

ifnotnowthenwhen.co. The founder story, the entity, the press kit.

2026open →

Websitelive

INNTW Lockup

ifnotwtwhen.com. How the mark is built.

2026open →

The tools

Built because I needed them

Every app started as a problem inside Collide or INNTW. Each one is live, and each one is mine to keep improving.

Applive

Atlas

A to-do list where your life is a tree.

2026-08open →

Appbuilding

Supercut

A personal cinematic scrapbook.

2026open →

Applive

The Bookman

Real double-entry bookkeeping for three corporations.

2026open →

Internal toollive

Mission Control

Collide's operations platform.

2025open →

Internal toollive