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28 January 2009
Toby to Release His Own Line of Clothing

January 28, 2009

CONTACT: Elaine Schock or Meredith Louie
Shock Ink (818) 932-0001

TOBY KEITH TO LAUNCH "TK STEELMAN" CLOTHING LINE Casual Brand Bows Feb. 18 At Keith's Las Vegas I Love This Bar & Grill

(NASHVILLE, Tenn.) Singer, songwriter, producer, actor, label proprietor, restaurateur, entertainer, celebrity spokesperson and...fashion plate? There's no denying Toby Keith has a style all his own. And that style is the inspiration for his very own clothing line, TK Steelman.

Launching with a Feb. 18 event at his own 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. The launch date coincides with the MAGIC Marketplace convention held 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.

Toby's new clothing line takes his relationship with RMG two steps forward to offer moderately priced clothing centered around his vision. The initial launch 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. Toby, of course, worked in the oilfields by day and played music on the side prior to making the fulltime commitment to pursue music and releasing his debut No. 1 smash "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 Toby has personally removed the sleeves from so many shirts he owns. The entry-level line, aimed at retailers like Kohl's, Target, Wal-Mart and Macy's, will expand to women following its initial launch.

And so, add one more endeavor to the ever-expanding dominion of Toby Keith, who was named Forbes' Top-Earning Male Musician in 2008 with a gross of $48 million. Business acumen aside, there's no denying the foundation for Keith's tremendous success is his status as one of the most accomplished music makers of his era. He's sold more than 25 million albums in this decade alone, written the overwhelming majority of his biggest hits and continues to fill arenas and amphitheaters coast to coast.

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