The line, which Keith plans to market to Target, Wal-Mart, Kohl's and Macy's, will feature long-sleeve shirts, t-shirts, polos, sweatshirts, jeans, cowboy hats, baseball caps, bandanas, belts, leather wrist straps and will target men aged 25 to 54. A press release describes the clothing as "part rocker and part biker with a 'country sexy' aesthetic". The line will offer several types of sleeveless shirts, the singer’s signature style, by special request of Keith, who for years has torn the sleeves off his own shirts.