Matthew McConaughey has designed a menswear collection. The actor will launch his debut line of sports and swimwear this spring.
The range is named JKL, after his charity, the Just Keep Livin' Foundation - founded in 2008 following the death of his father. The charity aims to help children lead healthy, active lives through education.
"In 1992 my father moved on and Just Keep Livin' came to be. It was about keeping his spirit alive and remembering the things he taught me," McConaughey told WWD. Following increasing demand from friends and fans for product branded with the charity name, the actor decided to expand the label "in a more mature way".
With a percentage of all sales going to the charity, the line is set to launch in US department store Dillard's in March. Designed to encourage an "active and adventurous" lifestyle, the first drop will feature performance-wear - such as rain-proof trousers and quick-dry T-shirts - as well as items that include UV protection. Prices range from $49.50 (£32) for a polo shirt, to $99 (£64) for a jumper.
"I like to be able to wear something that is appropriate for wherever the day takes me: to work, on a hike and then out to dinner," he explained. "I like to take the formality out of the day's schedule and be ready for any off-road detour. One of the first things I had written down was 'from the jungle to the opera'. That's a bit of an exaggeration, but that's the idea."
The actor has been heavily involved in the design process, but decided against having his name on the label - with the idea that it's not seen as a celebrity fashion cpllection, but simply as a new line with him as its brand ambassador.
"I want to be behind this, not in front of it. I'm the author, not the face or the definition," he said. "I personally don't like to wear clothing that is named for somebody or has someone's likeness all over it. Even if my name were on, I don't know that I'd want to wear it."
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