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 it's 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.

j.k. livin is not a rulebook, it's a lifestyle. Because everyone can apply it differently, we decided to start the j.k. livin family so you too can apply j.k. livin to your own life, in your own way.

Welcome to the family, and remember, now times and all time, just keep livin.