Matthew McConaughey to Launch Clothing Line in Support of His Just Keep Livin Foundation

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Actor Matthew McConaughey has partnered with Canadian-based apparel manufacturer Grand National Apparel for the launch of a new active-inspired sportswear collection. A portion of sales from the JKL brand will support McConaughey’s charity, the Just Keep Livin Foundation.

The sportswear collection was inspired by McConaughey’s own active lifestyle and philosophy of life, according to a press release. John Frierson of Creative Artists Agency (CAA), who brokered the deal on behalf of McConaughey with Grand National Apparel, said, “Matthew’s very active lifestyle is what led him to the idea for a fashion-forward, functional men’s clothing line that blends the fabric and styling of performance apparel with that of everyday menswear.”

McConaughey added, “I’m starting this brand because it accents a positive. It spreads a good word, creates incentive, puts a smile on my face and it’s fun. I like working on the details, the design, the marketing, and I think the JKL philosophy is what makes it unique. I’m behind this brand, not in front of it: I’m the author, not the face or the definition, and that allows the consumer to personalize his own JKL story with each item he purchases.”

According to the press release, the collection includes versatile, active-inspired looks that can easily be worn from day to casual evening and features “technically-advanced fabrics, performance-oriented details, and a relaxed, casual aesthetic.” It will debut in Spring 2013 at Dillard’s and

President and CEO of Grand National Apparel said, “We are delighted to have the opportunity to collaborate with Matthew McConaughey on a menswear collection that captures the essence of his active lifestyle … We know the American man will truly appreciate the quality and styling built into each and every garment. Through the sales of our apparel, a very important organization, the ‘just keep livin’ Foundation will benefit in their most important work. We take tremendous pride in being associated with their charitable endeavors.”

McConaughey’s Just Keep Livin Foundation supports after-school fitness and wellness programs at inner-city schools. Founded in 2008, while McConaughey was filming Dazed and Confused, the organization starts and supports fitness and wellness programs and encourages students to importance their physical and mental health through exercise, teamwork, gratitude, and positive life choices.

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