JKL is a brand created as part of the Just Keep Livin Charity Foundation ("Just Live"). It should contain sports and casual wear for men. Matthew admitted that he tried to make a collection of comfortable, practical and multifunctional: "I don't like to disguise constantly. I prefer to wear what will be appropriate at any time of the day: at work, on a walk, during lunch. I would like to discard all the formalities in terms of my schedule, and be prepared for any turn of events. The first thing I wrote, reflecting on the collection, was "from the jungle in the opera." Of course, it is an exaggeration, but the idea is exactly as follows. "
McConaha added that he tried to take into account all the nuances of men's clothing in his collection: "If you wear shirts on buttons, they can be too long to refill them, or too short to wear an eye. Some are too narrow in the shoulders. Some pants are too short in front, others look good when you go, but they throw more intense movements, for example, while riding a bike. "