The initial launch of TK Steelman apparel will appeal to men in the 25-54 demo 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 Toby Keith. 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.

SLIDESHOW: Toby Keith Unveils His TK Steelman Fashion Line

This week, in Las Vegas, at Harrah's, Toby Keith launched his new TK Steelman fashion line in his I Love This Bar & Grill for 300 buyers from stores across America. In fashion tradition, he walked onstage at the end with the hunks of The Men of X, who served as models to showcase the clothing line. Toby apologized for suffering from a bad cold. Backstage, he said he was nursing it with whiskey and water and couldn't sing.

Folks urged him to give it a try, or at least hum or do a soft shoe shuffle. "You've got to do something. Everybody's traveled thousands of miles to see you. You don't have a choice, and even if you sound horrible with the cold, people will love you even more," reporters laughed with him.

Eventually, Toby gave into the begging, and when all the media and cameras had departed, he went back out and performed several hits, including "Whiskey Girl" and " I Love This Bar," which is how his restaurant chain was named!