Former Matches chief commercial officer (CCO) Carl Tallents has rolled out a new athleisure brand, in a bid to target growth in the premium activewear sector.
Now You Live launched today (17 February) through its direct-to-consumer website, with wholesale distribution to follow at Harrods, Selfridges and Harvey Nichols, supported by pop-up activations, Drapers reported.
The brand’s launch collection includes gymwear, yoga, pilates and athleisure, knitwear, tailoring, loungewear and accessories.
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The former CCO, who also previously completed a stint as Flannels’ head of brand, reportedly founded the business after leaving corporate fashion to focus on lifestyle and wellbeing.
The new company plans to expand into further performance categories, including padel and golf, as it bolsters its presence in the athleisure market.
The news comes after Tallents stepped down from Matches in 2024, following its acquisition by Frasers Group.
The exec joined Matches from Frasers Group in October 2022 amid a leadership shake-up by ex CEO Nick Beighton.
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