Actor and philanthropist Matthew McConaughey has partnered with Canadian-based apparel manufacturer Grand National Apparel to announce the launch of JKL, an active-inspired sportswear collection derived from McConaughey’s active lifestyle and philosophy of life.

A portion of sales will support the just keep livin Foundation, a non-profit organization founded by McConaughey, which implements after-school fitness and wellness programs, in inner-city high schools.

“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,” stated McConaughey.

“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,” said John Frierson of Creative Artists Agency (CAA), who brokered the deal with Grand National Apparel on behalf of McConaughey. “There remains a big expanse between casual menswear and performance brands at retail, and JKL, fueled by Grand National’s expertise and capabilities, is poised to take advantage of this big growth opportunity.”

“I like working on the details, the design, the marketing,” said McConaughey, “and I think the JKL philosophy is what makes it unique. I am 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.”

Jeff Otis, President and CEO of Grand National Apparel agreed: “We are delighted to have the opportunity to collaborate with Matthew McConaughey on a menswear collection that captures the essence of his active lifestyle. The JKL brand will offer outdoor-inspired sportswear with many built-in performance features that the customer will enjoy,” he said. “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.”

Inspired by McConaughey’s signature laid-back style, the line features technically-advanced fabrics, performance-oriented details, and a relaxed, casual aesthetic. Its debut collection for Spring 2013 – dubbed All-Journey Gear – delivers versatile, active-inspired looks designed to easily transition between day and casual evening.

The JKL men’s collection is available at Dillard’s and

Since 2008, the just keep livin Foundation has started and supported after-school fitness and wellness programs in areas that need them most. In these programs, they encourage students to improve their physical and mental health through exercise, teamwork, gratitude, and positive life choices. Participating students gain confidence, a better attitude, self-reliance and hope for a great future. They also have a safe place to overcome their fears and improve their lives with fitness coaches and health experts.

Find out more here.

Source: PR Newswire

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