Matthew McConaughey launching fashion line

Matthew McConaughey may be known for strutting around with his shirt off - but now he's launching his own fashion line.

The Fools Gold star is developing his own range of surf wear, called J.K. Livin.

The name comes from his personal mantra "Just keep livin", and is the same as the name of his production company.

McConaughey's must-haves, which will be available from his website, range from t-shirts, to swimwear, to Frisbees.

"It will be a one-stop shop for everything you need for the beach," his rep told a US magazine. "There's a perception of me as a beach guy," the actor has previously said.

McConaughey, 38, is currently dating Brazilian model Camila Alves. The pair are expecting a baby together.

The Failure to Launch star is regularly spotted on the beaches of Los Angeles, working out and showing off his toned torso.

He recently dished to Playboy magazine: "My Mom didn't even put a bathing suit on us at the country club until we were nine."

Perhaps his new clothing line will encourage him to cover up...