New from Matthew McConaughey: JKL

Posted by Lamor W.

When he’s not on the red carpet, actor Matthew McConaughey is known for his free-spirited often hippy-ish style. Recently, he’s translated that aesthetic into the new JKL just keep livin clothing line.

“JKL stands for just keep livin. In 1992, my father moved on, and just keep livin came to be,” McConaughey said in a release about the brand. ”It was about keeping his spirit alive and continuing to get incentive from the things he taught me. The tag line is a compass for me and serves as an approach to life: No matter where we’re headed, where the road takes us, what’s up ahead or what’s behind us, we’ve got to ‘just keep livin.’ That’s the philosophy. There’s a ‘just keep livin’ choice in everything we do and I’ve been the most satisfied in life when I’m on this frequency. It’s a big part of what we try to show the kids through our foundation and it’s the DNA of the JKL brand.”

Casually stylish with subtle functionality, each piece in the clothing line features proprietary AdvantEdge™ technology that may include: fabrics that are brushed for extra comfort or treated to be oil- and water-repellent; moisture controlling and quick-drying fabrics; UV protection; stretch fabrication for ease of movement; secure and well-placed utility pockets or mesh insets and grommets for air ventilation.

And in addition to function, there’s philanthropy behind the brand. A portion of sales revenue goes to support the just keep livin Foundation, a nonprofit group McConaughey founded in 2008 to support after-school fitness and wellness programs, in inner-city high schools.

Tshirts retail around $35