Just Keep Livin
Oscar-winning actor, philanthropist and local golden boy Matthew McConaughey is also a fashion designer. And his line, Just Keep Livin, named after his life philosophy, is a brand with as much philanthropy as there is style.
Last week, CultureMap previewed McConaughey's new spring collection at the brand's first-ever pop-up shop.
“A lot of Matthew went into this collection,” JKL brand marketer Jessica Washington says. “Just Keep Livin is all about the journey, and little bits of Matthew are in each piece to inspire the adventure.”
A traveler himself, McConaughey’s label is more than just comfortable (like, perfectly soft) fabrics with a casually cool fit. The garments are meant to be worn in, going on all your life adventures life, while proving their worth with built-to-last quality.
McConaughey’s inner-Austinite speaks loud and clear throughout the spring collection.
What was once a men’s clothing line has expanded to include women’s graphic tees and hats. Graphic shirts with nuggets of wisdom and breezy button downs for a weekend brunch or camping trip are among our top faves. Simple details, like scribbled McConaughey truisms on each garment tag and the most premium textiles, combine to create a refreshingly real spring line.
Earth tones, relaxed fits and quality cotton grant the line exceptional versatility, perfect for the nomad looking to stay stylish on the open road.
If you ask us, McConaughey’s inner-Austinite speaks loud and clear throughout the spring collection. A chill tee with McConaughey’s famous "Alright, alright, alright" catchphrase is a perfect conversation-starter for a night out. JKL especially hits the mark for the Austin man, with cotton linen button downs and tailored slim-fit jeans that could rival any pair of Levi's.
While quintessential Austin swagger is evident throughout the spring line, the philanthropic element is the true magic behind it all. Each JKL item purchased helps fund the Just Keep Livin Foundation, McConaughey’s nonprofit committed to health and wellness programs and education for underserved youth.
The company launched its ecommerce site last weekend, making JKL even more accessible (the line is also available at Macy's department stores). Versatile wearability, great fit and an even greater mission make Just Keep Livin a brand that Austinites can proudly add to their wardrobe.