Matthew McConaughey's Menswear Line Is the Essence of Bro

The McConaissance is real, folks. But did you know that the Oscar-winning star of the Dallas Buyer’s Club also has his very own line of casual clothing? It’s called “JKL,” which of course stands for “Just Keep Livin,” and it is the essence of chill bro, distilled into a moderately priced menswear.

Nor is this a soon-to-be-discarded cash-grab from the actor’s wilderness years as a rom-com hunk. The New York Post says the brand (launched in May of last year) is locking down a deal for its first showroom, in a co-op for fashion brands near Times Square. The line is currently distributed largely through the department store Dillard’s. According to the brand’s website:

JKL is a brand that accompanies customers on their own journeys, leading by example. Customers are welcomed, encouraged, and recognized for their own paths.

JKL isn’t just about the clothes on your back. It’s about what’s in your head, what’s in your heart, and the things that get you out of bed every day.

Judging by the offerings on Dillard’s website, that translates to mostly chinos (so many chinos) and button-downs that look like cast-offs from McConaughey’s own closet. But there’s also this t-shirt featuring yet another reference to Dazed and Confused. I don’t guess How to Lose a Guy in Ten Days really produced a lot of great catchphrases:

My Christmas shopping for my dad is now done, thanks!

Oh, and check this promo vid, which even features an Airstream. I finally understand what all those tousle-haired dudes slouching around REI think they look like:

“Matthew is JKL’s resident philosopher; a rugged, masculine thinker whose own lifestyle, is a model of adventure, curiosity and determination,” adds the JKL website. Can we assume that he prepared for the role of Rust Cohle by simply creating a bizarro version of himself? Yes, I think we can.

A portion of the proceeds go to McConaughey’s nonprofit, which is obviously named the Just Keep Livin Foundation and funds after-school wellness programs. For those keeping score at home, he has also named his margarita recipe for the philosophy. No doubt it has great personal significance for McConaughey, but it just makes the rest of us want to watch Dazed and Confused again: