The actor is introducing the JKL collection, which is named after the Just Keep Living Foundation, a charity he launched following the death of his father.
Matthew started branding clothing with the slogan “Just keep livin’” and soon friends and family were urging him to make the pieces available en masse.
The JKL idea was born, with part of the profits going towards the charity, which is dedicated to helping children become healthy adults.
The casual sportswear collection includes zipped, hooded sweaters and loose-fitting jeans.
It’s inspired by the star’s own need to have wearable clothes which easily take you through the day.
“I don’t like to push reset,” the 43-year-old told WWD.
“I like to be able to wear something that is appropriate for wherever the day takes me: to work, on a hike and then out to dinner. I like to take the formality out of the day’s schedule and be ready for any off-road detour. One of the first things I had written down was ‘from the jungle to the opera.’ That’s a bit of an exaggeration, but that’s the idea.”
The Magic Mike star is used to gracing the red carpet in smart designer suits.
However, his laidback line aims to tackle a gap in the market for smart-yet-comfortable clothing.
“[I have] worn a lot of designers in my career,” he admitted.
“If you’re wearing a button-down shirt, it could be too long to tuck in and too short to leave out. Some lines are too narrow in the shoulders for a male torso, some pants have too high a rise in the front; others look good on you while you’re walking, but if you ride a bike or hike in them, they’ll restrain you.”
The clothes will have details of the charity inside, but won’t feature Matthew’s famous name.
The actor explained his decision to remain in the background of the process.
“Even as a kid, I wore jcpenney plain-pocket jeans because they were plain pockets. I didn’t want anybody’s name on my backside. I personally don’t like to wear clothing that is named for somebody or has someone’s likeness all over it. Even if my name were on, I don’t know that I’d want to wear it. I’m behind it, but people are buying something much bigger than that,” he revealed.