What's Happening?
Carl Tallents, the former Chief Commercial Officer of Matches, has launched a new athleisure brand named 'Now You Live'. The brand aims to capture a share of the premium activewear market. The launch, which took place on February 17, 2026, features a direct-to-consumer website and plans for wholesale distribution through high-end retailers such as Harrods, Selfridges, and Harvey Nichols. The initial collection includes a variety of products such as gymwear, yoga and pilates outfits, knitwear, tailoring, loungewear, and accessories. Tallents, who previously held a position as the head of brand at Flannels, founded the company after leaving the corporate fashion world to focus on lifestyle and wellbeing. The brand also plans to expand into other
performance categories like padel and golf, further establishing its presence in the athleisure market.
Why It's Important?
The launch of 'Now You Live' by Carl Tallents signifies a strategic move into the growing premium athleisure market, which has seen increased consumer interest in recent years. This development highlights the ongoing trend of lifestyle and wellness becoming central to fashion, as consumers seek versatile clothing that supports active and leisure activities. The brand's entry into high-end retail spaces like Harrods and Selfridges underscores the potential for significant market impact, offering consumers more options in the premium segment. This move could influence other fashion executives to explore similar ventures, potentially reshaping the competitive landscape of the athleisure industry.
What's Next?
Following the launch, 'Now You Live' plans to expand its product offerings to include more performance-oriented categories such as padel and golf. This expansion could attract a broader customer base and increase the brand's market share in the athleisure sector. The success of the brand's initial launch and its reception in high-end retail environments will likely determine its future growth trajectory. Additionally, the brand's focus on lifestyle and wellbeing may prompt other companies to innovate and adapt to changing consumer preferences, potentially leading to further developments in the athleisure market.
