Oklahoma country star Toby Keith is continuing to expand his entertainment empire: He is starting his own clothing line, TK Steelman.
TK Steelman will launch with a Feb. 18 event at Toby Keith’s I Love This Bar & Grill in Harrah’s Las Vegas. The casual brand was developed in partnership with Royal Merchandising Group, which already produces merchandise for Keith’s restaurants, according to a news release.
The launch date coincides with the MAGIC Marketplace convention set for Feb. 17-19 in Las Vegas. TK Steelman will have a strong presence at the show, which is the world’s largest fashion trade event, according to the release.
Keith’s new clothing line will offer moderately priced clothing centered on his vision. The initial launch will appeal to men in the 25-54 demographic, with a range of options including long-sleeve shirts, T-shirts, polos, sweatshirts, jeans, cowboy hats, baseball caps, bandanas, belts, leather wrist straps and more. Each item has been personally approved by Keith.
The look mixes the influences the Norman resident brings to his own wardrobe. The release describes it as “part rocker and part biker with a ‘country sexy’ aesthetic punctuated by oilfield imagery in the brand’s logos and font selections.” The Oklahoma native worked in the oilfields by day and played music on the side prior to making music his full-time job and releasing his debut No. 1 single “Should’ve Been A Cowboy” in 1993.
A special request from Keith was for the brand to feature more sleeveless shirts, a nod to the fact that the country star has personally removed the sleeves from so many shirts he owns, according to the release. The entry-level line, aimed at retailers like Kohl’s, Target, Wal-Mart and Macy’s, will expand to women following its initial launch.
Keith was named Forbes’ top-earning male musician in 2008 with a gross income of $48 million, and he has been steadily expanding into a variety of ventures in the past few years. Along with his endeavors as a singer, songwriter and producer, he also owns his own record label, Show Dog Nashville. He has branched out in to acting, screenwriting and film producing. He has a chain of restaurants to his name and endorsements with companies such as Ford Trucks.