Former Matches CCO Carl Tallents launches premium athleisure brand Now You Live
Carl Tallents, former chief commercial officer at Matches, has unveiled a new premium athleisure label, Now You Live, marking his return to the industry with a lifestyle-driven concept rooted in wellbeing, restraint and modern luxury.
The brand launches today (17 February) via its own direct-to-consumer platform, with wholesale distribution confirmed at Harrods, Selfridges and Harvey Nichols. A programme of pop-up activations is planned across these locations to support brand introduction and drive experiential engagement.
From corporate fashion to lifestyle reset
The idea for Now You Live emerged after Tallents stepped down from Matches in 2024, following its acquisition by Frasers Group. Having joined Matches in October 2022 amid a leadership reshuffle led by former CEO Nick Beighton, Tallents had previously held senior brand roles at Flannels.
But the catalyst for his new venture was not purely commercial.
After leaving Matches, Tallents took time away from the industry. Spending more time at home with his wife and children, he began reflecting on how his daily life — and his wardrobe — had changed.
He found himself dressing for a different rhythm: school runs, workouts, informal meetings, travel and time at home. The traditional markers of executive style no longer felt aligned with the way he wanted to live.
“What I noticed was a disconnect between the clothes available in the health and wellness space and the way I wanted to show up,” he said. “Everything felt overly branded, trend-driven or performance-obsessed. I wanted pieces that felt calm, intentional and confident.”
That observation became the foundation of Now You Live.
A refined take on athleisure
Rather than positioning itself as a pure performance brand, Now You Live sits at the intersection of movement and modern lifestyle. The debut collection spans gymwear, yoga and pilates pieces, alongside knitwear, relaxed tailoring, elevated loungewear and accessories.
The breadth of categories signals a deliberate move beyond studio-only apparel. Tallents is targeting a consumer who expects technical functionality but prioritises design coherence, neutrality and longevity.
In contrast to logo-heavy sportswear or trend-driven active capsules, the aesthetic leans into understatement. Fabrics are performance-capable, but the visual language is restrained. The aim is to create a modular wardrobe — garments that move between workout, work and social settings without appearing overly technical.
This approach reflects a broader shift within the premium active market. As hybrid working patterns continue and wellness culture becomes embedded in everyday life, the boundaries between tailoring, leisurewear and sportswear have blurred. Consumers are increasingly seeking versatility without sacrificing polish.
Strategic distribution and growth ambitions
Launching simultaneously through DTC and established luxury department stores gives Now You Live immediate market credibility while maintaining margin control and customer data ownership online.
Wholesale placements at Harrods, Selfridges and Harvey Nichols anchor the brand firmly within the premium segment from day one. Meanwhile, pop-up activations are expected to play a critical role in communicating fabrication, fit and brand narrative — particularly important for a new entrant in a saturated category.
Looking ahead, the business plans to expand into additional performance-led segments, including padel and golf — two categories experiencing notable growth among affluent and style-conscious consumers. Both sports offer adjacency opportunities that align with the brand’s lifestyle positioning while enabling technical innovation.
Entering a competitive but expanding market
The premium athleisure sector remains highly competitive, with global incumbents and digitally native disruptors vying for share. However, structural tailwinds remain strong: health-conscious consumers, flexible working and travel-heavy lifestyles continue to fuel demand for adaptable wardrobes.
Tallents’ background in luxury retail buying, brand curation and commercial strategy may prove advantageous in navigating distribution partnerships and managing premium positioning.
Now You Live is less a traditional sportswear launch and more a recalibration of how modern professionals dress for a different pace of life. If it can successfully balance performance credibility with quiet design authority, the brand may carve out a distinct space in the upper tier of the active-lifestyle market.