What's Happening?
Carl Tallents, the former Chief Commercial Officer of Matches, has launched a new athleisure brand called 'Now You Live'. The brand aims to capture growth in the premium activewear sector. It debuted on February 17, 2026, through a direct-to-consumer website, with plans for wholesale distribution at high-end retailers like Harrods, Selfridges, and Harvey Nichols. The launch collection includes gymwear, yoga, pilates, athleisure, knitwear, tailoring, loungewear, and accessories. Tallents, who previously worked as the head of brand at Flannels, founded the business after leaving corporate fashion to focus on lifestyle and wellbeing. The company plans to expand into additional performance categories such as padel and golf.
Why It's Important?
The launch of 'Now You
Live' highlights the growing demand for premium activewear, a sector that has seen significant growth as consumers increasingly prioritize health and wellness. This move by Carl Tallents reflects a broader trend in the fashion industry where traditional fashion executives are pivoting towards lifestyle and wellness-oriented brands. The brand's entry into the market could intensify competition among established players in the athleisure space, potentially driving innovation and new offerings. Retailers like Harrods and Selfridges may benefit from increased foot traffic and sales as they stock the new brand, while consumers gain more options in the premium activewear category.
