A new activewear and athleisure brand has launched online today under the name of Now You Live, with Selfridges, Harrods and Harvey Nichols set to stock it in the coming weeks.
It’s the brainchild of Carl Tallents, who was the Chief Commercial Officer at Matches until January 2024, following just over a year as Group Head of Luxury Brands at Frasers Group and, prior to that, almost five and a half years as Head of Brand at Flannels.
Most recently, Tallents was CEO of fashion publications ‘Wonderland’ and ‘Man About Town’ – another position that placed him at the centre of a fast-paced and high pressure industry.
After years of building brands for others, Tallents reached a turning point. Stepping away from the intensity of corporate fashion, he chose to pause. Reassessing his direction, priorities and personal wellbeing. Living in the countryside, he began to look inward, taking greater care of his physical and mental health and reconnecting with a slower, more grounded way of life.
It was during that period that a gap in the market became clear, as he believed the clothing within the health and wellness space didn’t reflect who he was or how he wanted to live. Now You Live launches with a comprehensive collection, from soft touch activewear and sculpted layers, to cotton rich knitwear, relaxed tailoring, loungewear and refined accessories. Every piece is designed to transition seamlessly – from movement to downtime, and “from morning rituals to evening reset”. Tallents tells TheIndustry.fashion why the time is right to launch his own brand…
Why launch an athleisure/activewear brand now, in such a competitive space?
I understand it’s a crowded market, but this didn’t start as a commercial gap analysis. It started as something personal. After years in senior roles at Flannels, then leading luxury at Frasers Group and later serving as Chief Commercial Officer at Matches, I reached a point where I needed to pause.
The industry is fast, intense and relentless. I spent years building brands for other people. When I stepped away back to the countryside, I began reassessing everything, my pace, my health and my priorities. I was training, walking and resetting, but the clothing in that space didn’t reflect how I wanted to live.
It felt loud, overly branded, and performance at all costs. I wanted something quieter and more refined. Something that felt as considered as the lifestyle I was building. Now You Live came from that space. It’s not about hype, it’s about longevity, comfort and quiet confidence.
Where does the name originate?
The name reflects the journey I went through myself. There’s a moment when you stop running on autopilot. When you step back. When you seek something different. Then you find it. And once you find that balance, that clarity, now you live. It’s a mindset more than a slogan.
How is it different to other athleisure/ activewear brands?
The colours are inspired by nature, muted, grounded, calm. The silhouettes are clean and timeless. There’s no need for obvious branding or noise. It’s activewear mainly but also knitwear, relaxed tailoring, loungewear and refined layers. Pieces that move from training to the clubhouse, from a long country walk to an evening reset. I see it as a new kind of luxury. One that values simplicity, wellbeing and presence over performance theatre.
What are the key looks?
For women, it blends performance led activewear with elevated knitwear – pieces that layer effortlessly from studio to street. For men, it’s refined and understated. Cut for ease and movement. Performance where you need it, polish where it matters. Across the board, it’s about elevated essentials, clean silhouettes, premium fabrics and timeless design.
We’ve also introduced a sneaker called ‘YX 101 The Origin’. It’s built on a Vibram sole with a lightweight EVA midsole and asymmetrical heel, technically considered but visually refined. It carries the brand’s origin story into every step.
Where will it be sold?
We launch direct-to-consumer on NowYouLive.com today, 17 February. We’ll also be available with wholesale partners including, Harrods, Harvey Nichols and Selfridges in the coming weeks.
Why is the timing right for ‘elevated essentials that go beyond the gym’?
I think people are re-evaluating how they live. There’s a shift happening towards balance, wellbeing and intentionality. The lines between work, movement, travel and downtime are blurred. Clothing needs to reflect that. It needs to transition seamlessly. It needs to feel good physically and mentally. Now You Live is built for how people really live today, not just how they train.
How have your past roles at Flannels, Frasers Group and Matches shaped your decision to launch a brand of this type?
I joined Flannels in 2017 as Head of Brand and we transformed it into an internationally recognised luxury destination, rolling out award winning flagship stores across the UK. That experience sharpened my understanding of brand clarity, retail environments and customer expectations.
At Matches, and leading luxury at the Frasers Group, I was immersed in global luxury strategy, understanding product, positioning and pace at the highest level. All of that experience feeds into Now You Live. The discipline, the standards and the commercial awareness.
Are there plans for your own retail space or a pop-up?
Right now, the focus is launching thoughtfully, through our own platform and with our trusted retail partners.