Toby Keith is launching his own clothing line, TK Steelman. Launching with a Feb. 18 event at his I Love This Bar & Grill in Harrah's Las Vegas, the line was developed in partnership with Royal Merchandising Group, which already produces merchandise for Keith's restaurants.

TK Steelman will offer moderately priced clothing. The initial launch will appeal to men in the 25-54 demo with 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.

According to his publicist, "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."

Keith requested that the brand feature more sleeveless shirts. The entry-level line, aimed at retailers like Kohl's, Target, Wal-Mart and Macy's, will expand to women following its initial launch.