Matthew McConaughey’s j.k. livin

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Posted by Ashlee Vensel
October 11th, 2008
Categories: Celebrity Entrepreneurs
3 Comments

Matthew McConaughey is following celebrity designer girlfriend’s  Camilla Alves into the fashion world by launching his own clothing line titled j.k.livin.  No capital letters, peeps.  Just j.k.livin which is short for ‘just keep livin’. There’s this whole philosophy behind the j.k.livin brand, and we quote from their website:

In 1993, Matthew McConaughey was filming DAZED AND CONFUSED, struggling with the passing of his father when he was overtaken by a saying that would soon change his life. That saying was “just keep livin” or “j.k. livin” as its now called. His father “Pop” is the man stenciled in our logo in remembrance of its origin.

As life continued forward, he found that the j.k. livin approach to each day helped him navigate through the good times and bad, stay true to his ideals along the way and make the best out of this adventure we call life.

Sounds deep to us.

And by this depth of thoughts, we were putting our hopes a bit way too high.  We don’t like to be mean on Mondays -or ever-, but we seriously think the line could use much improvement.  Sure it’s only t-shirts and casual wear, but we’re thinking, “Hey, there’s not much going on here.  In fact, what’s actually going on here?” when we came accross this t-shirt:

We don’t think we’re gonna pay $25 for that.

We understand the surfer attitude, but we were thinking more than just the logo.  Seriously.  Sure the message is inspirational, but we don’t see the t-shirts available now as very inspiring.  We’ll wait though.  They say they’re gonna increase the collection.

Come on, McConaughey.  You can do better than this!

Any thoughts?