Matthew McConaughey Launching Surf Line
The next time Matthew McConaughey bares his bod at the beach, he may be wearing his own designs.

The sand-and-surf-loving star, 38, is developing his own line of swim apparel named j.k. livin, after his production company — and personal mantra — "Just keep livin'."

Available via his website, matthewmcconaughey.com, this summer, the must-haves will run the gamut from T-shirts to swimsuits to Frisbees.

"It will be a one-stop shop for every-thing you need for the beach," says a rep for the actor, who's expecting another special delivery this summer (a baby with Brazilian model love Camila Alves, 25).

("There’s a perception of me as a beach guy," the actor — in a j.k. livin shirt — has said.)

Not bad for a man who recently dished to dished to Playboy: "My mom didn’t even put a bathing suit on us at the country club until we were 9."

Hmm, I guess Matthew doesn't get internet in his trailer home because then he'd know everyone will read "j.k. livin" as "just kidding livin."

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