Toby Keith’s now-defunct restaurant in Las Vegas was the launch site of another business venture when, in 2009, Keith unveiled his own clothing line, TK Steelman. The casual fashion brand included t-shirts (including long-sleeved and sleeveless varieties, the latter reflecting Keith’s tendency to rip the sleeves off his own shirts), sweatshirts, polo shirts, jeans, boots, baseball caps, belts, bandanas, and other items.
The clothing line came about through an existing partnership between Keith and Royal Merchandising Group, which produced an array of merch for the restaurant chain. The TK Steelman line was targeted at males aged 25 to 54, and sold at various U.S. retail outlets, including Walmart, Macy’s, and Target, in addition to being sold at Toby Keith’s I Love This Bar & Grill. “The look mixes the influences Keith brings to his own wardrobe — part rocker and part biker with a ‘country sexy’ aesthetic punctuated by oilfield imagery in the brand’s logos and font selections,” declared a press release, via Fibre2Fashion.
One of Keith’s biggest priorities with TK Steelman was to design jeans that offered both comfort and style. “I have to be comfortable in my jeans,” he told The Oklahoman. “They have to fit just right, not too baggy, so I worked the designers hard on that, and they did a great job, I think, on the jeans. I love them.”
