INMAN, S.C. – September 17, 2026 – TrueTimber, the world’s best-selling camo, is proud to partner with 10Stone, an all-new lifestyle apparel brand inspired by country music superstar Jason Aldean, now available at Walmart stores nationwide and online at Walmart.com.
Built on the promise of “Premium Quality. American Grit.,” the new brand combines modern Western style with dependable everyday wear, offering jeans, outerwear, hoodies, hats and more designed for life at work, on the road and outdoors.
“I love that 10Stone is a brand built for real life, and the collection reflects that. It’s resilient, versatile, and hardworking—just like its customers across the country,” said Aldean.
A brand born on tour, 10Stone draws inspiration from the values of grit and authenticity. The collection blends modern Western style with everyday versatility and delivers dependable apparel built for long days, hard work and life beyond the pavement.
“10Stone represents the kind of brand we’re proud to partner with—one rooted in the authenticity of the American spirit,” said TrueTimber CEO Rusty Sellars. “By combining Jason’s vision with TrueTimber’s product expertise and experience creating the world’s best-selling camo, we’ve created a collection that feels authentic to the people who wear it.”
Developed through a collaboration between Aldean and TrueTimber, 10Stone combines Aldean’s personal style and vision with TrueTimber’s decades of experience designing, sourcing and delivering apparel at scale. The result is a collection built to offer premium quality, everyday comfort and accessible value for customers nationwide.
A record-breaking entertainer with more than 60 Platinum career certifications Aldean was recently awarded two monumental career milestones for two of his biggest hits, “You Make It Easy” and “Dirt Road Anthem.” Both songs received official RIAA Diamond certifications—an official career first for the Georgia native—which recognize the enduring success of two songs that have become defining moments in Aldean’s catalog and during his live shows. Noted for his “timeless country appeal” (The Tennessean), the ACM Artist of the Decade has achieved country stardom with his “own recipe…one that has vaulted him to the pinnacle of Country music success” (Atlanta Journal-Constitution). Following his 32nd career #1, Aldean released his current single, “Anytime Soon,” and can be seen playing arenas across the U.S. on his Songs About Tour through the Fall. For a full list of dates for the Songs About Us Tour, and Double Down Tour stadium dates and additional information, visit JasonAldean.com.
To find 10Stone in a Walmart store near you, visit the store locator.
Follow 10Stone’s official Instagram and Facebook pages to stay up to date on the latest news.
About 10Stone
10Stone is a modern lifestyle brand built for hardworking Americans who embody grit, perseverance, and the western spirit. Backed by TrueTimber’s trusted outdoor heritage and inspired by Jason Aldean’s authentic country lifestyle, 10Stone delivers tough, approachable apparel designed for both the ranch and out on the town. Blending rugged durability and everyday style, 10Stone’s mission is to honor American work ethic and modern western culture while inspiring people to live bold, work hard, and stay true. Available exclusively at Walmart stores nationwide and on Walmart.com.
About TrueTimber
Founded in 2005 and headquartered in Inman, South Carolina, TrueTimber has become a leader in developing hyper-realistic, performance-driven camouflage patterns and the apparel and accessories built around them. Each TrueTimber pattern is created through extensive field research, advanced imaging, and rigorous testing to ensure it blends naturally into the environments hunters and outdoorsmen encounter most. That same commitment to innovation carries through to the brand’s full line of apparel and gear, which is designed for durability, comfort and reliable performance in the field. TrueTimber products are available at retailers across the United States and Canada, contributing to its position as The World’s Best-Selling Camo. For more information, visit TrueTimber.com.
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