Gambling’s Bad Boy of Poker, Phil “Poker Brat” Hellmuth Jr., has come up with another way to exploit his success at the poker table–he’s launched a clothing line of poker-themed apparel!

In a news release, the line manufacturer–Poker Brat Clothing Co.–announced that the full line of Hellmuthwear is now available for purchase online at www.pokerbrat.com.

Among the objects available are poker shirts and poker hats.

“I love the people who designed these shirts,” Hellmuth was quoted saying in the release. “We’ve worked with artists in Las Vegas, Missouri and West Hollywood, and I told them to create whatever their hearts desired and, man, did they create some great poker designs!”

According to the release, the line includes poker t-shirts with themes such as “Poker Tree,” a riff on poker seedlings growing into a giant oak, and “Poker Face,” a card symbol starburst available in multiple colors.

Other more formal shirts are available with the Poker Brat Clothing Co. logo.

The line also includes Hellmuth’s trademark “PH” hat, which is a baseball-type cap with a front logo made from Phil’s initials, the release noted.

The real-life poker brat apparently has little if anything to do with the day-to-day operations of the company that makes, markets and sells his clothing line–other than cashing a check every week from them for allowing them to use his name to sell clothes.

On the Poker Brat website, in a section called “About Us,” Hellmuth explains his role with the apparel company: “My team is a guy named Bob who manages my clothing line, a guy named Eric who manages the website, my friend Chris who helps with a ton of things, a couple of young tattoo artists in Los Angeles and elsewhere who have created our logos and shirts, and my friends Steve and Darren who warehouse my products and ship them to you.”

In other words, Phil does nothing for the company–except be Phil.

And apparently that’s enough.

It’s a winning formula he’s used before to sell books, lectures, energy drinks, DVDs, poker lessons, even beer.

(E-mail Tom Somach at tomsomach@yahoo.com.)