Amid the roughly 800 Pittsburgh Steelers items stocked from floor to ceiling at Mike Feinberg Co. in the Strip District, could there possibly be any new Steelers gadget or trinket or decoration or game or banner or memorabilia to sell?

Absolutely. Even on a quiet Tuesday morning last week fans were milling through aisles of football paraphernalia when a store employee opened a box of the latest "5-Time Super Bowl Champions" version of the Terrible Towel ($5). Instantly he was the most popular guy in the store.

With preseason under way, black and gold Steeler regalia has filled regional grocery stores, discount stores, sports stores and the like. But you'll find the biggest concentration of discounted items at Mike Feinberg, the 40-plus-year-old institution that's become the unofficial headquarters for everything Steelers.

Aside from Terrible Towels -- the most popular Steelers item -- other top sellers include anything that can be used to decorate a party or a Steelers fan: black and gold streamers, garlands, boas, football-shaped black and gold "Mardi Gras" beads, you name it, said Marcia Hellman, store manager and daughter of Mr. Feinberg. Among its Internet sales, Steelers lunch boxes are among the hottest items.

Here's a sampling of what's new this season:

Say what?
"Stillers" sticker from Pixburgh, PA, available at Mike Feinberg Co. and A Pleasant Present in Squirrel Hill ($1.50).

Defensive line
Team caution tape ($5.25 at Feinberg; suggested retail is $6.99).

Special delivery
Let your neighbors know you're a Steelers fan with this cover for your roadside mailbox ($13.50 at Feinberg; retails for $17.99).

Cool holders
Bottle and cup coolers are extremely popular. New this year are the camouflage cooler jerseys and cups ($4.50 at Feinberg; retails for $5.99). Pink can coolers ($3.75) also are new and have been flying off the shelves.

Putting on the glitz
Ladies, go out in style with these fashionable earrings: French loop or chandelier (both $7.50 a pair, retails for $9.99). Steelers black and gold bracelet ($6.75, retails for $9).

Bathroom bowl
Aside from game rooms, bathrooms are becoming a popular place to decorate for football season. New this year are a shower curtain made of jersey material ($32.25 at Feinberg, retails for $42.99); and one-size-fits-most plush terry cloth bathrobes, available in black or white ($56.25, retails for 74.99). Pair these with Steelers towel and wash towel set ($18.75, retails for $24.99). The towels aren't new this year but complete the decor.

Open the beer!
Hear exciting game calls from Super Bowl Steelers' announcer Bill Hillgrove with this talking bottle opener ($6.75 at Feinberg; retails for $9).

Well-heeled
Steelers socks, white anklet that folds down to put Steelers in gold ($6.75 at Feinberg; retails for $8.99).