Sears Canada will launch Matthew McConaughey’s new clothing line called ‘just keep livin‘ (“JKL”). It will be produced by Grand National Apparel Inc. The clothing line will be available in-store and online for the fall 2013 season. It was introduced in American Sears stores in February 2013.
A portion of every sale goes to the Boys and Girls Clubs of Canada. The funds will provide after-school fitness and wellness programs for youth in Canada based on the curriculum of the just keep livin Foundation, a nonprofit organization founded by Matthew McConaughey, that supports after-school programs in areas that need them most. These programs encourage young people to “improve their physical and mental health through exercise, teamwork, gratitude, and positive life choices” according to its press release.
The fashion line will include “technically-advanced fabrics, performance details and a relaxed, casual aesthetic. Dubbed All-Journey Gear, the collection delivers versatile, active-inspired looks with functional performance fabrics that merge into good-looking, but hard-wearing apparel” (press release).
Sears Canada President and CEO Calvin McDonald states: “As we enter the second year of our three-year Transformation, working with new brands like JKL will help us improve the quality of our apparel offerings. An important part of our trading strategy is to increase our relevance with men in the 25-45 age range, and we expect that JKL’s attractive yet rugged design will help bring these customers to Sears.”
Matthew McConaughey states: “JKL stands for just keep livin. In 1992, my father moved on, and just keep livin came to be. It was about keeping his spirit alive and continuing to get incentive from the things he taught me. The tag line is a compass for me and serves as an approach to life: No matter where we’re headed, where the road takes us, what’s up ahead or what’s behind us, we’ve got to ‘just keep livin’. That’s the philosophy. It’s a big part of what we try to show the kids through our foundation and it’s the DNA of the JKL brand.”