Inspired by McConaughey's signature laid-back style, JKL sportswear features 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.
"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," said Calvin McDonald, President and CEO, Sears Canada. "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."
"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," said McConaughey. "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."
A portion of every sale goes to Boys and Girls Clubs of Canada, Sears community partner for almost half a century. 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.
"Grand National Apparel Inc. and Sears Canada have had over a 30 year history of introducing iconic brands to the Canadian marketplace, and I take tremendous pride in bringing JKL sportswear to Sears for its first journey outside of the United States," said Jeff Otis, President, Grand National Apparel Inc. "Additionally, with the just keep livin Foundation's affiliation with the Boys and Girls Club of Canada there has been a wonderful precedent set by Matthew McConaughey togive back in the communities in which the brand will be sold."
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