NowYouLive

What to know about shopping at NowYouLive

NowYouLive is a premium British activewear and athleisure label launched in 2026 by Carl Tallents, the former chief commercial officer of Matches and Flannels. The brand positions itself at the elevated end of the market — its own framing is clothing “designed not for noise or hype, but for longevity, comfort and quiet confidence” — and that pedigree shows in both the product and the distribution: alongside its own site, NowYouLive is stocked at luxury department stores including Selfridges, Harrods and Harvey Nichols. This is considered, design-led fashion rather than fast-turnover gym kit.

The range covers soft-touch performance activewear, sculpted layering pieces, cotton-rich knitwear, relaxed tailoring, loungewear and accessories, built around a restrained, nature-inspired colour palette that is easy to mix across a wardrobe. Footwear is a genuine part of the offer, not an afterthought: the YX 101 sneaker pairs a Vibram sole with a lightweight EVA midsole for all-day wear, sitting next to low-profile suede trainers and pared-back hiking shoes. The pieces are made to work equally for the gym, Pilates and yoga as for everyday wear.

Because this is a premium label, the value play is less about deep blanket discounts and more about timing and delivery. Free UK delivery typically kicks in above a spend threshold (around £150 at time of writing), so consolidating a knitwear-and-footwear order into one basket clears it comfortably. A welcome or sitewide code is worth applying to the higher-ticket outerwear, tailoring and sneakers where the cash saving is largest.

As a brand founded in 2026, NowYouLive runs fewer seasonal clearances than long-established retailers, so end-of-season markdowns and any active voucher are the main routes to a saving. Stick to the nature-inspired core colours for pieces you will wear year-round, check the size guide against the relaxed cuts before ordering, and follow the fabric-care guidance on the cotton-rich knitwear to protect the longevity the brand is built around.

— MoneySaverCodes Team