Belfast Telegraph

Friday 1 August 2014

Matthew McConaughey starts Levi's speculation

Matthew McConaughey

Matthew McConaughey has sparked speculation he is set to announce a collaboration with denim brand Levi's.

The actor sported the same pair of jeans throughout his new film Mud, leading to gossip the star is set to team up on a project with the iconic denim brand.

The Hollywood hunk never takes off one pair of shredded jeans he wears in the title role of a fugitive called Mud.

The rumours follow Matthew's recent announcement of plans to launch his own clothing line in support of his charity, the Just Keep Livin Foundation.

“I’m starting this brand because it accents a positive. It spreads a good word, creates incentive, puts a smile on my face and it’s fun," the actor said in a statement.

In partnership with Canadian-based apparel manufacturer Grand National Apparel, the JKL collection will feature active-inspired sportswear. The designs are reportedly inspired by Matthew's own active lifestyle and philosophy of life.

"I’m behind this brand, not in front of it," he says. "I’m the author, not the face or the definition, and that allows the consumer to personalise his own JKL story with each item he purchases.”

McConaughey’s Just Keep Livin Foundation supports after-school fitness and wellness programs at inner-city schools. Founded in 2008, the organisation starts and supports fitness and wellness programs and encourages students to importance their physical and mental health through exercise, teamwork, gratitude, and positive life choices.

The actor looks his athletic best in Mud, in stark contrast to the gaunt figure he cuts as an AIDS sufferer in his upcoming film, Dallas Buyers Club.

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