Matthew McConaughey is the latest in a long line of celebs to take a crack at starting a clothing line. But this one is different than your run of the mill celeb line, and despite the actor’s proclivity for appearing shirtless whenever possible, it makes sense–and it’s for a good cause.
McConaughey’s collection is a menswear line called JKL. It’s being billed as “active-inspired sportswear” that will speak to the all-American man.
The line is an offshoot of McConaughey‘s charity, Just Keep Livin, founded in 2008 after his father died. It’s aim is to help kids embrace a healthy lifestyle. The actor started putting the charity’s tagline on t-shirts, hats, and flip-flops, and that grew into this full-fledged line, which will launch at Dillard’s this spring. Ten percent of proceeds will go to benefit the Just Keep Livin foundation.
“One of the first things I had written down was ‘from the jungle to the opera,’” McConaughey told WWD of the line. “That’s a bit of an exaggeration, but that’s the idea.” Basically, it’s for guys who don’t want to change their clothes at all during the day, no matter what activity they’re engaging in. (Which, except for a subset of fashion industry men in NYC, we think pretty much describes most American guys.)