Former Matches executive Carl Tallents launches activewear brand
Carl Tallents_ former chief commercial officer at Matches_ has launched a new activewear brand_ Now You Live_ positioned at the intersection of luxury and wellbeing.
Described as a new kind of activewear brand_ Now You Live has been designed to offer refined and grounded athleisure built for modern life and launches with a considered wardrobe of elevated essentials “that go beyond the gym” for both women and men.
Tallents_ who also transformed Flannels into a luxury destination as head of brand before joining Matches_ founded Now You Live after stepping away from the intensity of corporate fashion and reassessed his priorities regarding his personal wellbeing. It was during this time away that he realised that the clothing within the health and wellness space didn_t reflect who he was or how he wanted to live.
Whereas most of the market is offering high-energy colours_ overt branding_ and purely performance-led design_ Tallents is targeting the growth in the premium activewear market with activewear that is “designed not for noise or hype_ but for longevity_ comfort_ and quiet confidence”.
Commenting on the brand launch_ Tallents_ founder of Now You Live_ told FashionUnited over e-mail: “Now You Live was born out of a personal reset. After years_ operating at the highest level of luxury fashion in fast-paced_ high-pressure environments_ I took time away to reassess how I wanted to live. That period of reflection shifted my priorities toward wellbeing_ balance and longevity.
“What I noticed was a disconnect between the clothes available in the health and wellness space and the way I now wanted to show up. Everything felt overly branded_ trend-driven or performance-obsessed. I wanted pieces that felt calm_ intentional and confident_ clothing that supports both movement and mindset. That became the foundation of Now You Live."
New premium activewear brand Now You Live launches
Now You Live debuts with a collection centred on elevated classics_ with clean silhouettes_ premium fabrics_ and “a quiet confidence_” through timeless_ sophisticated pieces in muted_ natural tones_ which Tallents states “speaks to a new luxury - one that values simplicity_ wellbeing and presence”.
This isn_t just activewear_ but “a lifestyle_” adds the former Matches and Flannels executive_ with the debut collection offering refined soft-touch activewear_ sculpted layers_ cotton-rich knitwear_ relaxed tailoring_ loungewear and accessories designed for athleisure_ the gym_ Pilates and yoga.
The range also includes the YX 101 sneaker_ featuring a Vibram sole and lightweight EVA midsole cushioning_ which has been designed for all-day wear_ low-profile suede sneakers_ clean and minimal performance sneakers_ and lightweight_ pared-back hiking boots and shoes.
Highlights include various legging styles made with the brand_s signature YouMove women's performance fabric with four-way stretch_ a soft-touch feel_ and medium support_ designed to offer a smooth_ sculpted fit that flatters without restriction_ which come in six colours “grounded in nature_” including black_ tan_ cream_ light pink_ dark green and brown. Several matching sports bras_ including a sculpted bra designed for yoga_ as well as sweatshirts_ joggers_ jackets_ and T-shirts for layering_ and knitted “foundational pieces_” such as chunky cardigans_ jumpers_ hoodies_ and knitted wraps and blazers.
For men_ the collection has been built for the “modern man who values comfort without compromise and style without effort_” with elevated essentials_ including T-shirts_ gym tank tops_ shorts_ joggers_ knitted polo shirts_ and lightweight shell jackets.
The brand debuts via its own direct-to-consumer website_ at nowyoulive.com_ with wholesale distribution to follow at luxury department stores in the UK_ including Selfridges_ Harrods and Harvey Nichols_ supported by immersive pop-up activations.
Prices range from 65 pounds for a sports bra to 245 pounds for a knitted blazer for women_ while the menswear ranges from 50 pounds for the gym tank top to 245 pounds for the knitted cardigan. Footwear prices range from 125 to 225 pounds_ and accessories range from 65 pounds for hats to 85 for the tote bag_ which comes in two colourways.
Following the launch_ Now You Live also plans to expand into growing athleisure categories_ including padel and golf.
