A portion of sales from his JKL clothes will support the Just Keep Livin Foundation, a non-profit organization McConaughey founded, 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," McConaughey said in a statement Monday.
"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 the Creative Artists Agency's John Frierson, who brokered the deal with Grand National Apparel on McConaughey's behalf. "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."
The line's debut collection for Spring 2013 -- called All-Journey Gear -- is now available at Dillard's and Dillards.com, Grand National said.