INMAN, S.C. – November 6, 2025 – TrueTimber, the world’s best-selling camo brand, is excited to announce that it has partnered with Lusso, the women-owned fashion design house known for reimagining licensed sportswear, and Bass Pro Shops, to launch the Game On collection. Bringing together TrueTimber’s innovative camo technology with Lusso’s fashion forward designs, this collection is a vibrant, colorful camo line designed exclusively for women.
“TrueTimber is excited to partner with Lusso on the Game On collection,” said TrueTimber CEO Rusty Sellars. “This collaboration allows us to play a role in expanding women’s fanwear, and we are proud to bring our camo patters into the collection.”
Game On is the perfect fusion of fashion and sport, with a fresh, elevated take on team spirit. The collaboration combines TrueTimber’s authentic outdoor heritage with Lusso’s modern, fashion-first design sensibility.
“Camo is always in style,” said Drea Ranek, co-founder of Lusso. “We’ve watched women buy team colors in our boutique for years — it was time to take it up a notch. Game On is fun, bold, made to be seen and celebrates women who love sports and repping their alma mater.”
Not Here to Hide, the creative message behind the campaign, speaks to both the vibrant camo prints and deeper mission of Lusso’s founders. The brand and its collection with TrueTimber celebrate women’s fandom in a way that is visible, stylish and confident.
“Women aren’t asking for a seat at the table,” said Melissa Nieberle, co-founder of Lusso. “We’re already there — dressing for it and owning it.”
Fans can find the TrueTimber and Lusso Game On collection exclusively at select Bass Pro Shops locations and online, with more schools and teams to be added soon.
To learn more about the entire TrueTimber product line, and see all available gear and apparel, visit TrueTimber.com. Details about future product launches can be found on TrueTimber’s Facebook and Instagram pages.
About Lusso
Founded by sisters Drea Ranek and Melissa Nieberle, Lusso is an all-women owned and operated, fashion-first licensed sports brand reimagining fanwear with premium elevated design, fit, and feel. With over 25 years in luxury boutique retail, Lusso creates collections that empower women to own their style — and their sports story.
About TrueTimber
Founded in 2005, TrueTimber is based in Inman, South Carolina and is the most realistic, performance-driven camouflage brand in the industry. TrueTimber offers a wide variety of clothing items and accessories, featuring a variety of distinct camo patterns that perfectly blend with their surroundings. The company spends countless hours researching, testing and seeking new technology to produce the most effective and lifelike camouflage patterns possible. TrueTimber products can be found in retailers across the United States and Canada, and it continues to be the World’s Best-Selling Camo. For more information about TrueTimber, visit TrueTimber.com.
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