Matt Gives Fans Shirt, Beach Towel Off His Back
If ever a clothing line was in danger of being made superfluous by its own designer, surely it's this one.
The shirt- and often shoe-averse Matthew McConaughey is gearing up to launch his own line of swimwear and other beach accoutrements this summer, developing the line under his j.k. livin brand, so named after his personal mantra—"the j's for just, the k's for keep, no g cause life's a verb"—which already encompasses a production company and record label.
According McConaughey's rep, the new line will include swimsuits, T-shirts, Frisbees and "everything and anything you need for the beach."
The offerings, which will be made exclusively available this summer through the actor's official website, are "a one-stop shop for the beach," his publicist proclaims to E! News.
Laid-back fans can already purchase select branded j.k. livin products online, including T-shirts, wristbands and the one item no respectable beach bum could live without, board decals.
The brand itself was launched in 1996 and its name, for those not already fluent in surfer-speak, comes from a line uttered in the seminal stoner flick Dazed and Confused: "You just gotta keep livin', man, L-I-V-I-N."
The new endeavor into dude and dudette design, first reported by Us Weekly, won't be the first for the ever-burgeoning McConaughey brand.
The star's girlfriend, Camila Alves, has been designing a line of handbags, Muxo, with her mother since 2005. According to the line's official website, each purse is handmade by the model and her mother.
Meanwhile, in addition to the summer arrival of McConaughey's line, the 38-year-old actor and the 25-year-old Brazilian babe are expecting their first child together this June.
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