Hey, I'm Theshantha
Creative Director
& Entrepreneur
Brands, storefronts, and the software that runs them. Built end to end, in Toronto.
- #01BrandIdentity, voice, the idea
- #02ProductApparel, from spec to shelf
- #03StorefrontPop-ups, events, Shopify
- #04SoftwareThe 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.
If Not Now Then When
A spare room became a studio
Two of us turned a spare room in Toronto into INNTW Studios. Strangers booked it to record, it paid the rent, and it came down when the room was needed.
Oct 2025- Jan 2026
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.
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.
Feb – May 2026- Mar 2026
Phase 1
The first repo
madebycollide.com, Collide's own site, built and deployed by me two months into learning.
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.
Apr 2026- Jun 2026
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.
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.
Aug 2026- Sep 2026
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.
Phase 2
Six months, one film
I Chased My Dream for 6 Months, out on YouTube: 34 minutes, from the living room off Queen Street West to the day the doors opened.
17 Oct 2026- 21 Oct 2026
Phase 2
Motion
The tool behind my films’ graphics, opened up: 34 motion graphics tools in the browser, free, with a $2 Pro for a brand kit and a library.
Drop 01
Metaphor Collection
The store on inntw.co opens on Friday at 10:00, Toronto time. Until then it is members only.
23 Oct 2026- 27 Nov 2026
Drop 02
INNTW Running
The athletic line of the label: 50 pieces on Friday 27 November at 10:00, Toronto time, no restock. The list opens a day earlier.
Phase 2
The Project, the gatherings, the marathon
The Project’s monthly rooms on inntw.now and the first Toronto gathering this fall, free and applied for. Then a marathon next year, training the way I always said I would.
Now
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 ↗
INNTW.co
inntw.co. The store, on a custom Shopify theme.
inntw.now
inntw.now. For the dreames
INNTW Brand
inntwbrand.com. The magazine.
INNTW Studios
inntwstudios.com. A room turned into a studio, and the record of it.
ifnotnowthenwhen.co
ifnotnowthenwhen.co. The founder story, the entity, the press kit.
INNTW Lockup
ifnotwtwhen.com. How the mark is built.
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.
Atlas
A to-do list where your life is a tree.
Supercut
A personal cinematic scrapbook.
The Bookman
Real double-entry bookkeeping for three corporations.
Motion
Motion graphics for YouTube videos, free in the browser, with a $2 Pro for your brand kit and library.
tdesilva.com
The front door and the desk.
Collide Mission Control
Collide's operations platform.
Collide DMP
Marketing measurement and link attribution.
Collidagans taskforce
Mission control for Collide's agents: set the mission, seat the agents, watch them work it until it is done.
What I do
Engineer first, then everything a brand needs
A professional engineer with a focus on AI engineering. The apps above are mine end to end, and so is everything around them: the film, the words, the feed, the mark.
- 15
- products live
- 7
- apps in use
- 2
- storefronts
- 6
- websites
The code
- TypeScript14 products
- React & Next.js14 products
- Postgres13 products
- Auth7 products
- Tailwind CSS5 products
- Claude API4 products
- Shopify Liquid2 products
- Python1 product
The craft
- AI engineering
Claude inside Atlas, Supercut and the marketing platform. Agents that report into the desk instead of a person.
- Software engineering
TypeScript and Python, Postgres underneath, shipped on Vercel. Every tool on this page started as a problem I had that week.
- Videography
Six months filmed as they happened and cut into a 34-minute film, plus the booth, the pop-up and the training for the magazine and the feed.
- Motion graphics
The titles, labels and transitions in my films, made in code with Remotion, then opened up as Motion for anyone to use.
- Content creation
Nineteen magazine articles at launch, the story behind each drop, the stills and the reels that carry it.
- Social media management
@inntwproject and Collide's accounts: planned, posted, answered and measured.
- Marketing
Campaigns, tracked links and attribution, measured in a platform I built because nothing off the shelf agreed with itself.
- Brand design systems
One package four INNTW sites read from: colour, type, spacing and the rules for the mark.
- Logos
The INNTW lockup, eleven drawn letterforms carrying all sixteen. Collide's mark. Event marks for the teams we outfit.
Brands I've Worked With
- Prospects by Sports Illustrated
- Campari Group
- Superseries Hockey
- IF NOT NOW THEN WHEN
- UA Flag
- Ontario Ball Hockey Federation
Everything
Index
| Year | Project | Status |
|---|---|---|
| 2022 | Collide Apparel ↗ Live event merchandising. The flagship, on site at tournaments across North America. | live |
| 2025 | Collide Mission Control ↗ Collide's operations platform. | live |
| 2026 | Collide DMP ↗ Marketing measurement and link attribution. | live |
| 2026 | MadeByCollide ↗ Learn more about the company. | live |
| 2025 | INNTW.co ↗ inntw.co. The store, on a custom Shopify theme. | live |
| 2026 | inntw.now ↗ inntw.now. For the dreames | live |
| 2026 | INNTW Brand ↗ inntwbrand.com. The magazine. | live |
| 2026 | INNTW Studios ↗ inntwstudios.com. A room turned into a studio, and the record of it. | live |
| 2026 | ifnotnowthenwhen.co ↗ ifnotnowthenwhen.co. The founder story, the entity, the press kit. | live |
| 2026 | INNTW Lockup ↗ ifnotwtwhen.com. How the mark is built. | live |
| 2026-08 | Atlas ↗ A to-do list where your life is a tree. | live |
| 2026 | Supercut ↗ A personal cinematic scrapbook. | building |
| 2026 | The Bookman ↗ Real double-entry bookkeeping for three corporations. | live |
| 2026 | Motion ↗ Motion graphics for YouTube videos, free in the browser, with a $2 Pro for your brand kit and library. | live |
| 2026 | tdesilva.com ↗ The front door and the desk. | live |
| 2026 | Collidagans taskforce ↗ Mission control for Collide's agents: set the mission, seat the agents, watch them work it until it is done. | live |
The company
Collide
Making things that deserve to exist.
One company, three movements: make it real, make it live, make it scale. The flagship is live event merchandising, designed, produced and sold on-site at tournaments across North America, with pre-orders and fulfilment either side of the event. The rest of Collide grew out of what the booth taught us.
madebycollide.com ↗
Collide Apparel
Live event merchandising. The flagship, on site at tournaments across North America.
Collide Mission Control
Collide's operations platform.
Collide DMP
Marketing measurement and link attribution.
MadeByCollide
Learn more about the company.
Collidagans taskforce
Mission control for Collide's agents: set the mission, seat the agents, watch them work it until it is done.
About
Theshantha De Silva
Director of Collide and founder of INNTW. I design the brand, spec the garment, run the booth, build the store, and write the software that keeps track of all of it. This site is the front door to that work, and the desk I run it from.
- theshanthads@gmail.com
- @tdesilvaworld
- Based
- Toronto
On camera
Follow along
The building, the training, and the question, filmed as it happens.