“For athletes, by athletes” seems like an appropriate motto for Barbell Apparel. The start-up company, which is currently raising money on Kickstarter to fund a line of jeans specifically designed to fit muscular athletic legs, came about when its founders (a group of Nevadan athletes and gym rats) grew tired of dealing with ill-fitting denim, Huffington Post reports.

“These are the anti-thigh gap jeans,” Barbell co-owner Hunter Molzen told ABC News. “Athletes work hard for their strong, meaty thighs and they should be proud of them. It’s how human beings were built to function.”

Pretty good market niche, it seems.

“However, Barbell Denim will accommodate any body type. Even if your legs aren’t particularly muscular, Barbell Denim will still look amazing on you and feel even more amazing as you move in them,” the company’s Kickstarter campaign says.

Wait, what? What happened to the “for athletes, by athletes” bit?

Well, this is a business after all, so it’s probably important to look at the wider market. And, no, that pun was not intended because Barbell also claims its premium jeans are suitable for those slighter in frame, as well.

Whatever the company’s pitch, big, small, meaty and mushy people alike are buying in. On Kickstarter, Barbell’s raised more than $350,000 — well over its $15,000 goal — and it still has another month to go on the crowdsourcing site.

Which means perhaps there will be more than denim in the works for Barbell soon. The Kickstarter notes:

“Premium functional denim is just the beginning, with all of your support we will be looking into making functional, classy, and comfortable dress shirts, slacks, blazers, socks, and chinos.”