Carl Tallents, the former Chief Commercial Officer (CCO) at British online retailer Matches, has launched a new activewear brand called Now You Live. It positions itself at the intersection of luxury and well-being.
Now You Live is described as a new type of activewear brand designed to provide sophisticated and down-to-earth athleisure for modern life. The brand launches with a thoughtful wardrobe of high-quality essentials for men and women that “go beyond the gym.”
Tallents also served as Head of Brand at Flannels, transforming the company into a luxury fashion destination before moving to Matches. He founded Now You Live after retiring from the intense world of corporate fashion. During this time, he reassessed his priorities regarding his personal well-being.
He realized that the clothing he wore in the health and wellness space did not reflect who he was or how he wanted to live. While most of the market relies on vibrant colors, eye-catching branding and pure performance-driven design, Tallents is targeting growth in the premium activewear market. He wants to offer activewear designed “not for noise or hype, but for durability, comfort and quiet confidence.”
Tallents explained the launch of Now You Live in an email to FashionUnited: “Now You Live was born out of a personal reset. After years of working at the highest levels in the fast-paced, high-pressure luxury fashion industry, I took some time out to re-evaluate how I want to live. This period of reflection has shifted my priorities towards wellness, balance and longevity.”
“I noticed a disconnect between the clothing available in the health and wellness space and the way I now wanted to appear,” he explained. “Everything seemed overly branded, trend-driven or performance-driven. I wanted pieces that felt calm, conscious and confident; clothing that supported both movement and state of mind. That became the foundation of Now You Live.”
Now You Live debuts with classics
Now You Live debuts a collection focused on high-quality classics. It is characterized by clear silhouettes, premium fabrics and “quiet self-confidence”. This is achieved through timeless, sophisticated pieces in muted, natural tones that, according to Tallents, “represent a new luxury – one that values simplicity, well-being and presence.”
This isn’t just activewear, but “a lifestyle,” adds the former Matches and Flannels manager. The debut collection features sophisticated soft-touch activewear, shaping layering pieces, cotton knitwear, relaxed tailoring pieces, loungewear and accessories. These are designed for athleisure, the gym, Pilates and yoga.
The range also includes the “YX 101” sneaker with a Vibram sole and lightweight EVA midsole cushioning. It is designed for all-day use. There are also flat suede sneakers, simple and minimalist performance sneakers as well as lightweight, discounted hiking boots and shoes.
The highlights include various legging models made from the brand’s own “YouMove” performance fabric for women. This offers four-way stretch, a soft feel and medium support. It’s designed to provide a smooth, shaping fit that’s flattering without restricting. The leggings come in six “nature-inspired” colors – black, tan, cream, light pink, dark green and brown.
The range is complemented by several matching sports bras – including a shaping bra for yoga – as well as sweatshirts, jogging pants, jackets and T-shirts to combine. “Basics” such as chunky knit cardigans, sweaters, hoodies, knitted wraps and blazers round off the collection.
For men, the collection is designed for the “modern man who values comfort without compromise and style without effort.” It includes high-quality essentials such as t-shirts, fitness tank tops, shorts, joggers, knitted polo shirts and lightweight shell jackets.
The brand launches on its own website nowyoulive.com. Wholesale distribution in British luxury department stores will follow later, including Selfridges, Harrods and Harvey Nichols. “Immersive pop-up activations” are also planned there.
Prices for women range from 65 British pounds (approx. 74 euros) for a sports bra to 245 British pounds (approx. 281 euros) for a knitted blazer. The men’s fashion costs between 50 British pounds (approx. 57 euros) for a fitness tank top and 245 British pounds (approx. 281 euros) for the knitted cardigan. The prices for shoes are between 125 and 225 British pounds (approx. 143 to 258 euros). Accessories cost between 65 British pounds (approx. 74 euros) for hats and 85 British pounds (approx. 97 euros) for the tote bag, which is available in two color versions.
Following launch, Now You Live also plans to expand into growing athleisure categories such as padel and golf.
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